Dive Temporary:
- Domino’s Pizza has prolonged its partnership with impartial company WorkInProgress (WIP), which can now function the chain’s social media company of document (AOR) along with main strategic and artistic duties, per a press launch.
- The model first enlisted WIP as its lead artistic store in 2021 because it navigated a post-pandemic setting marked by fast change. The company has developed numerous noteworthy campaigns for Domino’s, together with an Emergency Pizza promotion that turned one of many firm’s most profitable ever.
- WIP’s new contract runs by 2027, with the expanded remit chatting with a much bigger deal with social-first advertising. True AOR appointments have turn into rarer however Domino’s is betting that WIP may also help it climate one other interval of worldwide uncertainty.
Dive Perception:
Domino’s is deepening its relationship with WIP following a four-year partnership that has seen the Boulder, Colorado-based indie ship work that constantly generated shopper buzz and drove loyalty. The scope of the brand new contract notably offers WIP social AOR duties, a sign that Domino’s is vying to ramp up its work within the creator area and on apps similar to TikTok. One other model that just lately named a social AOR is JCPenney, which final month employed VaynerMedia to assist its turnaround plan.
The crown jewel of WIP’s output for Domino’s is Emergency Pizza, a promotion that offers clients a free medium, two-topping pizza to order when in a pinch. The idea has been iterated on a number of instances since its debut in 2023, with current variations together with a tie-in with Netflix’s “Squid Sport” and Twitch’s sponsored The Glitch area within the on-line online game Fortnite.
The primary Emergency Pizza marketing campaign generated 5 billion earned media impressions, probably the most in Domino’s historical past, and have become a “powerhouse” in standing up what was on the time a just lately revamped loyalty program. Different campaigns led by WIP embody a “Thoughts Ordering” effort for hit streaming sequence “Stranger Issues” and a number of other promotions addressing tip fatigue and inflation.
Domino’s doubling down on WIP follows adjustments in its advertising management. The corporate in October promoted longtime exec Kate Trumbull from chief model officer to CMO, a transfer that seeks to deliver higher cohesion to international advertising. WIP has performed an necessary function in supporting a Hungry for MORE technique that Domino’ is trying to implement in additional worldwide markets.
The dedication to WIP can be notable at a time when AOR relationships are usually perceived as on the decline with entrepreneurs hiring extra companies on a project-based foundation. Unbiased creatives have picked up some extra discover as giant holding corporations put a precedence on media and knowledge capabilities amid a interval of intense consolidation. Domino’s artistic was dealt with by the company then-known as Crispin Porter + Bogusky earlier than the change to WIP.
“Now we have one of many rarest company partnerships within the historical past of our business,” mentioned Trumbull in an announcement across the WIP information. “WorkInProgress’ group, lots of whom have labored on the model for greater than 10 years, brings each institutional information and a relentless work-in-progress ardour to maintain taking daring motion and making breakthrough promoting that by no means stops.”
Domino’s has stored busy constructing out its loyalty initiatives, broadening its third-party supply community and creating a brand new e-commerce platform that can roll out all through 2025. Similar-store gross sales, an necessary measure of restaurant well being, have been up simply 0.4% in This autumn, a sluggishness that executives attributed to a better quantity of carryout purchases versus supply transactions. Domino’s will doubtless proceed to cope with price-concious shoppers as the worldwide economic system enters a hunch.
