We built our campaign on a simple insight: customisation was popular with customers. People were willing to pay for their favourite toppings – and even attached emotional value to them. However, our on-site customisation experience was boring and functional.

And so, Pizza Legends was born [https://www.pizzalegends.co.uk/]. A more exciting way to personalise a pizza, it allowed customers to choose their own toppings, while also naming, faming, and entering their pizza into a Legends Hall of Fame. Their unique Pizza Legend code could then be shared with friends and purchased.

We had to include personalization in our communications too. In broadcast media, we brought the personalized experience to the fore through tailored, segment-specific copy for our core audiences (a first for Domino’s), and by matching programme targeting to the most appropriate Pizza Legend creation. But it wasn’t enough to tell people about Pizza Legends –we also had to show that others were creating them. Leveraging a Hollyoaks sponsorship, we worked with cast members so they could create their own Legends, which we then shared and promoted via social media. We also invited YouTubers Oli White, Rose & Rosie, and Spencer & Alex (who have 1.6 million subscribers combined) to create Legends in the Domino’s test kitchen, which we filmed and shared with their subscribers. Finally, we weaved the Pizza Legends creator into media through custom interactive VOD formats that pulled the tool into video players for an instant personal experience.

The results have been so impressive that Pizza Legends will now run indefinitely as a platform.

Over a short period, 50 percent of pizza eaters became aware of Pizza Legends, and over 200,000 Legends were created, with 26 percent purchased. Organic social reach increased by 41 percent, a quarter of which came from #dominospizzalegendmentions. After paid media support ended, a further 210,000 Legends have been created. With repeat ordering of customers favourites, the Pizza Legends platform has contributed over 1.4 million orders.

We improved brand love and preference for Domino’s; Legend users scored higher across all brand measures, the ‘Favourite take away’ score almost doubled for those who engaged with Legends, and differentiation was 20ppts higher. Sales doubled during the campaign period, with the average value of a Legend pizza 38 percent higher than the norm.