Facebook: Building Essential Connections

The pizza delivery company promotes half-off online pizza orders on Facebook, leading to a record week for online sales and orders.

GoalsDomino’s wanted to use Facebook’s global reach to

celebrate its 51st anniversary by offering 50% off

online pizza orders to:

• Unite its 5-million-plus fans on Facebook and other

social media with a unified offer

• Drive sales for its locally owned franchisee stores in

the U.S. and 19 international markets

• Increase its fan base on Facebook

ApproachTo run its first campaign aligned behind a single

global offer, Domino’s made 20 of its Facebook Pages,

the center of the campaign.

• A teaser tab alerted people that “something big is

about to happen” and provided a Share button

• A 2nd tab launched 3 days before revealed the offer

and let them share the message in 14 languages

• 24 hours before launch, a countdown posted the

hours remaining before it went live in each country

To raise awareness of Global Domino’s Day in the

U.S., the company used Facebook Ads and sponsored

stories driving to the Global Domino’s Day tab:

• Premium Ads asked people to RSVP for the event

on Facebook while sponsored stories amplified

the reach of Domino’s Page posts about the event

• To drive action on the day, Premium Ads drove

people to the Page while sponsored stories

amplified the reach of stories created when

people liked the Page or used the app

The app let fans click on their country flag to access

the correct “Order Now” button that took them to

their local dominos.com ordering site.

• People had to like the Domino’s Page to receive the

offer, which was added to their cart by the app

• After receiving the offer, a pop-up encouraged

people to share the offer with their friends

Results

• Record week for online sales and orders in the United States

• 542,000 people globally were led to their respective online

ordering sites

• Record-breaking day in new Likes for many Domino’s Pizza

Pages, including the U.K. and Canada

• 274+ million impressions for Global Domino’s Day

“The coupon redemption rate for the Global Domino’s

Day promotion exceeded our expectations. Facebook,

without question, was the key to our success. Without

the presence of our international brand pages that

Facebook allows, it just wouldn’t have been possible to

run such as unified, global promotion.”

Curt Bonn, Precision Marketing Specialist, Build the Brand,

Domino’s Pizza

Domino’s Page 2Domino’s Page 1

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Domino’s Pizza was founded in 1960 and is the recognized

world leader in pizza delivery operating a network of

company-owned and franchise-owned stores in the United

States and international markets.

facebook.com/Dominos

Case Study | ROI/Sales

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