Domino's: Mobile app campaign

Domino's launched a campaign in India to acquire quality users for its mobile app and drive first-order purchase.

Campaign details

Brand: Jubilant FoodworksAgency: Vserv AudienceProRegion: APAC

Strategy

Objective

Domino's objective was to:

  • Acquire quality users for the mobile app
  • Drive first-order purchase
Target Audience

Domino's existing challenge was to drive quality app installs and acquire users who would order from the mobile app. Finding new quality users via its social campaigns was becoming a challenge for the brand.

Creative Strategy

Taking on the challenge, we leveraged our AudiencePro 2P insights to identify highly relevant segments of:

  • Young college students
  • Online/offline grocery buyers
  • Consumer packaged goods buyers
  • Food & beverage transactors

Execution

Overall Campaign...

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