Domino's Pizza 'Rosca de Sartén'

The Objective

Reinventing Traditions with Domino's Pizza

Domino's Pizza, the fast-food chain store, faced the challenge of getting naturally and organically integrated into the Three Kings Day celebration and reinvented the way in which Mexicans experience this tradition. That is how the Pan Rosca was born, an LTO (Life Time Offer), which transformed their traditional pan pizza into a delicious Rosca de Reyes that reflected the quality and flavor that characterize Domino's Pizza.

Domino's thought they had a winning product and they needed to determine how to market it to guarantee it success. With the objective of reaching the largest number of people possible, they chose TikTok as their ideal strategic partner. The platform would allow users to share their experiences and be part of the campaign authentically. Additionally, TikTok would give the brand the opportunity to connect with different generations and reach clients that may have forgotten them.

The Solution

Attracting TikTok Users in an Innovative Way

The strategy of Domino's Pizza was focused on showing their commitment to listening their consumers. In 2022, the brand published an image of a Pizza Rosca that raised the interest of people, so this year they made it come true using one of their premium doughs.

With a short-term special offer, they wanted to create high exposure and engagement for the new product. They used original formats, like Branded Mission, since it helps to connect emerging creators with the brand and users through a mission and high-visibility formats, like Top View, with the support of the strategic and creative team from TikTok. The campaign was divided into two parts: the first one included a Top View on December 26 to announce the future availability of the 'Rosca de Sartén', inviting users to participate and ask the Three Kings for their pizza.

The second part consisted of another Top View on January 4 to remind users the product was now available. Branded Mission was used to ignite participation and the conversation about the product. In collaboration with TikTok, the objective was to generate a 17.9% awareness, exceeding 10 times the standard in Latin America*, and reach new audiences through user-generated content, thus positioning the Pan Rosca.

We wanted to maximize the impact with the Top View format at two key moments and with the new solution of the platform, Branded Mission, to get users involved and show them the experience of trying the 'Rosca de Sartén'. With these strategies, Domino's Pizza became established as an innovative and relevant option to celebrate the Three Kings Day by highlighting its capacity to adapt to the preferences and demands from users.

*as of January 2024

The Results

Success in Sales and Brand Impact on TikTok

Engagement through the hashtag #QuieroMiRoscaDominos, going over 25 million views and even exceeding the brand's hashtag #dominospizza, and more than 17.4 thousand app conversions.

• It exceeded the sales objectives:*

• It achieved an increase of 7 times in the total units sold in relation to the expected.*

• It exceeded the objectives of units at store level by 71%.

• Brand perception: A BLS study was carried out to assess the impact of the brand, which revealed substantial increments in key metrics.**

• Increase of 17.9 percentage points in Awareness.

• Increase of 19.4 percentage points in Ad Recall.

• Increase in familiarity of 3.2 percentage points, reaching a level of trust of 80%.

These results not only exceeded the internal objectives, but also the industry's benchmarks, proving the success and reach of launching the 'Rosca de Sartén' in the Mexican market through TikTok.

This is how, by allowing the TikTok community to create something fun and original, Domino's managed to engage in a unique way on the platform and exceed its sales goals.

Sources:

*Sales reported by the client for the Pan Rosca Pizza, period December 2023 to January 2024.

**TikTok Marketing Science México, Estudio BLS, Enero 2024