The GIFs that keep on giving: How Domino's created a new pizza language in 'dark social'

This case study shows how Domino's, a pizza delivery service, used GIFs to engage with an increasingly disconnected millennial audience and increased sales in the UK.

Executive Summary

Millennials had become increasingly negative towards marketing; fed up of being disturbed, intruded and, frankly, bored by forms of digital advertising. 38% of desktop users and 30% of mobile users were actively choosing to switch it off with the help of Ad Blockers. With a core audience of internet-native, mobile-first Social Snackers, Domino's was also victim to this industry-wide challenge. With 75% of content being shared on dark social, the brands audience was not only watching less TV, but also spending less time on Facebook. With existing formats and channels no longer cutting it, Domino's needed to find...

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