Domino's UK: How participation branding delivered greatness

This case study explained how Domino's Pizza UK increased brand preference and sales with a social media strategy.

Domino's UK: How participation branding delivered greatness

David McNamara

Campaign details

Brand owner: The Domino's Pizza Group Lead agency: irisContributing agency: Arena MediaBrand: Domino's (UK)Country: United KingdomIndustry: Fast food, takeaway outletsChannels used: Earned media, buzz, Games and competitions, Social media Media budget: 500k - 1 million

Executive summary

This paper is about how Domino's Pizza UK realized its participation-brand potential while operating at the speed of modern-day culture.

The company faced increased competition and decreasing loyalty, with brand preference at a new low of 31%,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands