Chapter 13: Social Media Marketing

Here is the real-life transformation story of Domino's Pizza, which revamped its image and sales through an intensive social media campaign, among other strategies.

Background:

Around 2008, Domino's Pizza was not in a great place. Customer feedback on their pizza was harsh, with comments about the pizza being tasteless and the crust being akin to cardboard. The company’s sales were slumping, and the brand image was suffering.

Transformation Through Social Media:

Strategy Implemented:

Embracing Criticism:

• Domino's listened to customer feedback and criticisms. They made a bold move by publicly acknowledging that their pizzas needed improvement.

• They launched a campaign, "The Pizza Turnaround," sharing videos and content that openly discussed consumer dissatisfaction and their journey to improve.

Improving Product Quality:

• Based on customer feedback, Domino's improved its pizza recipe and used social media to promote their new and improved pizzas, offering free samples and discounts to encourage people to taste the difference.

Engaging Customers through Social Media:

• Domino’s used Twitter and Facebook to directly engage with customers, addressing complaints, and receiving feedback.

• They utilized these platforms for announcements, offers, and to showcase their improvement efforts, rebuilding customer trust and loyalty.

Innovative Campaigns:

• Domino's introduced the "Show Us Your Pizza" campaign, encouraging customers to share photos of their Domino's pizza experiences. This helped generate authentic user-generated content.

• They also created a "Domino’s Tracker" feature, enabling customers to track their pizza in real-time, which was promoted extensively on social media, adding a new interactive dimension to the pizza-ordering process.

Utilizing Customer Feedback:

• They used social media to gather customer opinions on new menu items and improvements, making customers feel valued and part of the brand’s journey.

• Their receptiveness and implementation of feedback helped in revamping the menu according to customer preferences, improving overall satisfaction.

Results:

Boost in Sales:

• After implementing these strategies, Domino’s saw a significant increase in sales, with a 14.3% jump in the U.S. alone shortly after the campaign launch.

Improved Brand Image:

• The transparency, engagement, and improvements led to a more positive brand image and stronger customer relationships.

Innovation and Adaptability:

• The innovative use of social media and customer engagement positioned Domino's as a forward-thinking and adaptable brand in the eyes of consumers.

Conclusion:

Domino's Pizza's turnaround story demonstrates the power of social media combined with genuine efforts to improve and engage with customers. By embracing criticism, engaging with customers, and innovating their approach, Domino's not only saved itself from a downward spiral but also revitalized its brand, re-establishing itself as a major player in the pizza delivery industry. Their strategy illustrates the transformative potential of social media when used authentically and innovatively in response to consumer needs and feedback.