1. Domino’s Digital Marketing Strategy
By Elyse Hoekstra

2. Big Idea
• Campaign: “What Brings Your Family Closer
Over the Holidays?”
• Learning about how families come together to
celebrate the holidays
• CreaDng a Domino’s community where
families can share their holiday ideas and
tradiDons with each other

3. Goals of the Campaign
• To get Domino’s customers to interact with us
and each other
• Instead of customers thinking Domino’s is
pizza, we want to brand Domino’s as a family
oriented company

4. Social Media QuesDons
• How do you plan to spend the holidays with
your family this year?
• What is your favorite family holiday memory?
• What brings your family together over the
holidays?
• What is the first thing that comes to mind
when you hear the words “family and
holiday”?

5. Target Audience
• Families who spend the holidays together
• Families across the 60 countries Domino’s
operates in
• We predict moms will drive most of the
interacDon

6. Key Performance Indicators
• Social Media comments: average 275 per post
• At least 500 family parDcipants in our YouTube
contest
• Increase in sales compared to previous holiday
seasons’ sales

7. Tools & TacDcs
• UDlize current Facebook page to launch
campaign
• Create Instagram account
• UDlize TwiZer account to get families
interacDng in real Dme
– #DominosHoliday

8. YouTube Contest
• Create videos of our employees sharing their
family holiday tradiDons
• Contest: Families upload videos of their family
holiday stories
• 5 families with the most likes will receive free
Domino’s for their enDre family and be
featured in next year’s holiday campaign

9. Budget
• Based off of Mack Collier’s arDcle “How Much
Does Social Media Cost Companies in 2012”
• For example: Facebook
– Set up: $1,500
– Monthly content management: $2,000/month
– Facebook promoDon creaDon (for contest): $20,000
• 3 month long campaign
• Total campaign budget $118,000

10. Domino’s Holiday Campaign
• We hope to bring Domino’s closer to its
consumers by geeng to know their family
tradiDons and memories
• We hope to inspire families to make this
holiday one their family will never forget