Domino's

The objective

The primary objective of Domino's TikTok campaign was to assess the impact of utilizing the Top View format on TikTok in driving incremental conversions (purchases) on Domino's website. The focus was on measuring the effectiveness of TikTok as a marketing platform for Domino's.

The Solution

Domino's implemented a Conversion Lift Study (CLS) to evaluate the impact of the TikTok campaign. The study involved a test group exposed to the campaign and a statistically equivalent randomized group, called control group, held out from the campaign. In addition to the in-feed format, the Top View format was utilized to maximize visibility and engagement on TikTok.

Campaign

The TikTok campaign employed the Top View format, showcasing Domino's offerings in a visually appealing manner. The objective was to capture the audience's attention and drive them to make purchases on Domino's website.

Study

The CLS compared the purchasing behavior of the test group (exposed to the TikTok campaign) and the control group (not exposed to the campaign). The study aimed to determine the incremental conversions attributed to the TikTok campaign.

Results

The results of the Conversion Lift Study revealed a remarkable +55% lift in purchases within the test group. It also brought an incremental Return on Ad Spend 2.6 higher than the average iROAS of Domino's CLS with TikTok in Europe. This statistically significant outcome demonstrated the effectiveness of the TikTok campaign in driving consumer actions on Domino's website.

Impact

The impact of the TikTok campaign extended beyond individual markets. Following the success of the initial campaign, Domino's replicated the CLS in multiple European countries, including Belgium, Netherlands, and Germany. Each country witnessed positive and statistically significant results, paving the way for the campaign's expansion into other international markets.

Conclusion

The success of Domino's TikTok campaign, as evidenced by the Conversion Lift Study, highlights the platform's effectiveness in driving incremental conversions. The competitive incremental Return on Ad Spend (iROAS) further reinforces the value of TikTok as a marketing channel for Domino's. The positive results have prompted Domino's to establish a learning agenda aimed at refining signals tracking, testing creatives, and optimizing the combination of formats, targeting, and objectives for even greater success.

In conclusion, Domino's TikTok campaign serves as a testament to the platform's potential, and especially the Top View format, as a powerful marketing tool, with plans for continued expansion and refinement based on the insights gained from the successful study.