Domino's

The Objective 

Domino's vision is simple – they want to be the favourite food delivery and collection brand with pizza at its heart. Establishing a presence on TikTok over the last few years, they decided to embark on a performance journey in 2023 focusing on web conversions. But how do you accurately evaluate your campaigns to prove return on ad spend? That’s where TikTok’s Conversion Lift Study comes in. 

The Solution 

Domino's decided to run a Conversion Lift Study to measure incremental purchases from their In-Feed performance campaigns on TikTok across web and app. The study involved a test group exposed to the campaign and a statistically equivalent control group, to accurately show the impact of the campaign’s actions.

The campaign itself ran from 10th of June to 7th of July, targeting users through broad interests and remarketing on web and app. Creatively, Domino's used assets from TikTok Creative Exchange creatives, boosting assets from their organic account through Spark Ads, alongside their traditional assets.

The Results 

The Domino’s campaign is a fantastic example of the power of TikTok to supercharge any objective. Across the UK, the results from the Conversion Lift Study showed an incredible +7.54% incremental return on ad spend, represented by an additional 3,472 incremental purchases. Overall, a relative lift of +2.51% was recorded – demonstrating a marked improvement compared to the control group.