We made a decision to embed Domino’s-loving influencers and customers, and the content they create with us, across our communications plan. Our belief was that they’d show other customers, in credible and entertaining ways, that Domino’s should always be a tasty and enjoyable part of meal times. We didn’t have a big idea. We had hundreds of individual ones.

By using people to power the Greatness of Domino's, we allowed our customers to interact with the brand in new ways and across new platforms. And, importantly, we could demonstrate how Domino’s made real occasions better and more enjoyable through the eyes of real pizza-lovers.

1. Celebrity content:

Hollyoaks cast members have created and shared their perfect Domino’s pizza in our test kitchen, bringing exclusive content and money-can’t-buy experiences to the biggest fans of the show.

We produced a “Gogglebox” style content series, setting up cameras in the homes of celebrity football fans like rapper Wretch32 and footballer Jimmy Bullard, to live every emotion of Euro 2016 with them.

2. Social media stars:

We enlisted the on-going help of Dylan Evans, Anto Sharp, Cian Twomey, the SACCONEJOLLYs and Joe Tasker to do everything from using our Snapchat Lens, to making pizzas in our test kitchen, to filming prank videos that showed nothing less than a Domino’s would do.

3. Micro-influencers:

Micro-influencers extended our campaign messaging to credibly demonstrate ease of ordering, taste and freshness within hundreds of different occasions.

With celebs, social media stars and the general public on our side, it was no surprise that we achieved some big numbers. In 12 months, Domino’s worked with hero influencers 23 times, 323 micro influencers, generating over 361 pieces of content. This content delivered 66m impressions and over 3m engagements, with a cost per engagement of just £0.16. That’s one seventh of what we’d pay to buy an equivalent ad on social media platforms, at over 4x the engagement.

People-powered content has contributed to one of Domino’s most successful periods. For the first time ever, customers rank Domino’s top of all UK pizza brands for quality, service and great taste. They are the most used (39%) and best considered (34%) pizza brand – more than double the scores of their nearest rivals. And, most importantly, by the end of 2016, sales growth has accelerated to 11%, easily outstripping business targets.