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...

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