Domino’s increases website purchases using data-driven creative
Domino’s wanted to target existing customers and repurpose their TV campaign creative for their social channels, with a goal of increasing conversions as well as website purchases with dynamic videos tailored to their audiences.
Through the Spirable platform, Domino’s took existing ATL ads, and used them to create over a thousand targeted videos.
Adverts and messages were adapted depending on the interests of target groups – covering family, Christmas, TV box sets, and football. Videos were automatically scheduled and delivered to targeted audiences via Facebook.
“The contextual video content we produced using the Spirable platform transformed our existing assets into a whole new campaign. With all of the video production fully automated, the process was straightforward, and introducing personalisation achieved great results”.
Using Spirable, Domino’s was able to create an impactful social media campaign which utilised audience interests to great effect. As a result, they were able to drive existing customers further down the funnel and increase website purchases by 88%.
They also achieved an improved return on ad spend by 23% – indicating that those interacting with a personalised video are more likely to make more frequent, and higher value purchases.