New Year’s Day is the (unofficial) national day of rest, relaxation, and recovery.

And Domino’s took it upon itself to make sure people felt better. Not just supplying them with the ultimate comfort food, but with something to watch while they tried to repair the damage done by that eighth tequila.

We took over Sky Channel 539 for 24 hours and created The Recovery Channel.

It was a one-stop-shop for the most soothing, relaxing content imaginable - requiring absolutely no brainpower. Each programme was designed to help people recover - think sleepy puppies, a crackling fireplace, a babbling stream, some cute sloths, and relaxing aquariums.

It was integrated across YouTube, Instagram, TV (Virgin, Freesat), bolstered and amplified on Spotify, Facebook, Twitter, influencers, e-mail, push, paid search, app and on-site.

People could tune in whatever way was easiest for them – TV, laptop, or on their phones.

Starting on the 31st of December, we began advertising the newest and most relaxing TV channel ever. Then, the Recovery Channel itself went live on New Year’s Day.

It was a full 24-hour takeover of Sky Channel 539, also going live on Freesat, Virgin, and YouTube - all for the cost of a single 30-second spot (£20K!).

To announce the channel we behaved like broadcasters, not advertisers - using the level of branded content typically used by the likes of BBC and Sky. That meant trailers, it meant idents, it meant commercial breaks, it meant programme intros.

All content was completely bespoke (no re-runs of Friends, here). We created TV shows like ‘Yawn Tube’ featuring sleepy kittens and puppies, ‘Rainy Panes’ which was basically rain pattering on a window, and ‘The Voice of Recovery’ – a tongue-in-cheek guided meditation show.

We bought just over 9 million impressions - split across Facebook, Instagram Stories, Twitter and Spotify ads, and influencers.

Soon, people started talking - earning a total of 101 million impressions. With 85 million impressions direct from social buzz and chatter, and the rest from press coverage both on-site and on social.

Those impressions soon turned into action; we almost quadrupled website traffic to 387.4% and app opens to 110% against the daily average.

That action also got the tills ringing - with the campaign driving a 19.3% YoY increase in online sales.

And the results paid dividend, with 14.7% of sales coming directly from social ads, delivering £397,458 in online sales – that’s a 17x Return on Advertising Spend.

We also helped many of the hungover masses through a particularly tough day. Which was all that really mattered.