We made it our creative mission to allow pizza fans to express their love for pizza and one another. We created a new Domino’s pizza language. A language pizza-fans would and could use in all their messaging apps...

Partnering with Giphy and Tenor, we created an entire collection of Domino’s GIFS and called them GIFEELINGS.

A completely unique yet simple idea, we would leverage these brilliant consumer-to-consumer platforms in a bold and fresh way, untapped and untarnished by brands and marketers.

To ensure these GIFs tapped into trends, felt authentic, and generally hit the spot, we worked with top GIF artists (yes there are such people), guided by the Internet, to create our bank of GIFEELINGS.

In order to keep our GIFEELINGS popular, resonant and LOL-worthy, we created an ‘always-relevant’ creative strategy for publishing. Within this, we continuously created new GIFs around key trends, events and passion points.

Kicking off in April 2016 with a fully loaded GIPHY channel, we created GIFs of all styles;from animation to pizza porn, memes to product shots. So popular were the GIFs with fans and GIPHY alike, that we were featured (free of charge) on GIPHY’s trending channel, homepage and mobile homepage within our first week.

We also created GIFs for each campaign window, further demonstrating the delicious taste and great joy of the brand. We introduced the new Domino’s Italiano range, for example, with GIFs from the TV advert alongside extra mouth-watering pizza shots.

We created gaming and football GIFs, aligning to the brand’s key passion points, giving Domino’s an extra reason to be involved in those ‘Football Bantz’ group chats and Gaming Night Twitter exchanges.

In December, we became the first brand to offer GIFs on WhatsApp by teaming up with Tenor. Anticipating that the New Year would create a demand for GIFs as people send messages to friends and loved ones, we made sureDomino’s was part of the conversation. We brought to life a collection of New Year GIFEELINGS especially for the occasion.

We have continued building GIFs around key trends and occasions with great success.

Globally, pizza fans took to Giffeelings in their droves.

To date, we have had over 145million views, ranked number one on Google search for ‘GIF’, become the first brand to have GIFs on WhatsApp and infiltrated the mysterious world of dark social.

During the key campaign window in which we launched GIFEELINGS, Domino’s saw 18% YOY growth and 26.6% YOY Total eCommerce Sales growth.

Domino’s 2016 Econometrics Study shows that Social Content delivers a ROI of 5.2. Using this modelling, and considering a more conservative/recognised CPM base (Facebook UK’s standard CPM) we have been able to calculate that GIFEELINGS delivered a revenue of £3,182,893.

Our ROI equates to 1:93, which is 18 times better than the ROI multiplier of 5.2. 

Total Impressions - 145,736,857

Equivalent advertising cost - £612,095

Social ROI multiplier - 5.2

GIFEELINGS revenue - £3,182,893

Domino’s shaped Internet culture and created an entirely new pizza language.