Domino's Pizza Fuego

The Objective

Launching innovative flavors on TikTok

Domino's Pizza, a well-known fast-food chain, aimed to innovate and satisfy its audience with new flavors. To achieve this, they introduced a new platform called Domino’s Fuego, featuring a new spicy salsa topping. The offer included pizzas with the new Domino’s Fuego specialty—half pepperoni and half Hawaiian—along with extras like Papotas, wings, and boneless Domino’s Fuego. The offer was available for a limited time, making it essential to generate maximum exposure and awareness quickly.

To boost exposure and awareness for this limited-time launch, the brand established a collaboration between the media agency, creative agency, and TikTok. They organized a war room where the product was tested before anyone else, collaborating on an integrated strategy with a TikTok-first creative and operational approach.

The Solution

Igniting Domino's Fuego presence on TikTok

Domino's aimed to capture the attention of their target audience on TikTok—spicy food lovers and thrill-seekers—with their new platform, Domino’s Fuego. To achieve this, the brand implemented a series of creative tactics and solutions in their launch campaign to make a significant impact and reach as many users as possible.

To ensure high visibility, Domino's chose high-impact formats such as Top View and Top Feed. These solutions allowed them to secure prominent positions in users' feeds, occupying the first and fourth spots respectively. This strategy not only boosted their visibility but also positioned them at the top of consumers' minds as a relevant and attractive option.

Building on the success of previous campaigns like "Rosca Sartén," Domino's decided to implement similar solutions for the Domino’s Fuego launch. Branded Mission proved effective in generating awareness about the product and encouraging user participation. Additionally, the brand utilized TikTok Pulse to feature Domino’s Fuego with relevant content across various categories, expanding its reach and engaging a broader audience.

Branded Mission focused on showcasing user reactions to the Fuego platform, generating over 200 creator videos and involving more than 140 creators in the challenge. With Pulse, Domino's placed their ads in the Top 4% of the platform's highest-ranked content across all categories, being one of the 10 participants to test products in trial phases and the first in the QSR (Quick Service Restaurant) category.

Throughout the campaign, Domino's adopted a full-funnel approach, from awareness to conversion. This included auction campaigns focused on app installs and purchases to drive user action. Additionally, two Brand Lift studies were conducted to measure the campaign's impact on ad recall and brand awareness.

The Results

Making a difference with Domino’s Fuego on TikTok

The results were really good for the brand:

• In just two months, the launch achieved 40% awareness.

• +3X increase in awareness by activating Pulse and Branded Mission.

• Within two months, #DominoFuego reached over 100M video views.

Regarding the BLS studies:

BLS 1:

• Ad recall: 18.9 ppt lift, +3.4X vs. Food & Beverage Norms MX.

• Awareness: 5.5 ppt lift, +3.6X vs. Food & Beverage Norms MX.

BLS 2:

• Ad recall: 16 ppt lift, +2.9X vs. Food & Beverage Norms MX.

• Awareness: 16.5 ppt lift, +11X vs. Food & Beverage Norms MX.

In summary, the launch strategy for Domino’s Pizza’s "Fuego" platform on TikTok was a prime example of creativity, innovation, and effective execution. By leveraging high-impact formats, creative solutions, and a full-funnel approach, the brand achieved massive exposure, increased product consideration, and strengthened its position in the digital market.

This case study was featured in one of the talks titled "POV: Your Campaign is a Success" at TikTok Creative Fest 2024. During the event, the brand shared valuable insights and detailed the process behind the success of their outstanding campaign.

Source: Brand Lift Studio Dominos Pizza & TikTok Pulse alpha internal data.

* MX Vertical Food & Beverage Norms MX.