Domino's Sri Lanka
Domino's Perfect Recipe for Growth
The Objective
Serving Hot Deals, Straight from the App
To generate excitement around Domino’s newly launched “Big 6 Pizza” and exclusive weekend in-app offers, the brand aimed to increase app installs and drive users to explore ongoing promotions and deals. The focus was to utilize short-form content to attract digital-first consumers and encourage action.
The Solution
Smart+: The Secret Ingredient to Domino’s Success
To deliver on their objectives, Domino’s partnered with TikTok to run a performance-driven app install campaign using TikTok Smart+ Campaigns with an App Installs objective. By launching on the first day of the promotion and running continuously for 10 days, Domino’s ensured maximum visibility during peak offer periods. The campaign extended across TikTok and Pangle, optimizing delivery to audiences most likely to convert, thus fueling both awareness and app actions.
The Results
Delivering Results Hot and Fast
The campaign surpassed performance expectations, driving over 13K+ conversions within just 10 days. Notably, CVR improved by nearly 29% over the campaign period, highlighting strong optimization and platform learning. Domino's Sri Lanka achieved a remarkable CTR of 22.95% proving Domino’s pizzas were simply too tempting to scroll past.
Domino’s successfully leveraged TikTok’s performance marketing solutions to create momentum for their campaign and drive results at scale.
Leveraging the Smart+ ads structure on TikTok, with the invaluable support of Aleph as the authorized partner in Sri Lanka, has transformed Domino’s digital marketing performance. This approach allowed us to scale campaigns effectively while maintaining strong cost efficiency, leading to significant growth in new customer acquisitions and incremental revenue. Beyond immediate results, it has also strengthened overall brand visibility and positioned Domino’s as a front-runner in digital innovation within the QSR category.