It was clear from the research that Domino’s Pizza is so overwhelmingly tasty, people just couldn’t put it into words. Instead our fans resorted to using GIFs, memes, emojis and CAPS LOCK.

We saw this as an amazing opportunity to connect with pizza fans and all-round Internet natives in an entirely new way, or in fact, their way.

Starting online, we took the language of the Internet to TV and Radio, creating executions reflective of the social phenomenon that is face-swapping. Our audience loved it and we fanned the flames for face-swapping fanatics with the creation of a bespoke Snapchat filter which allowed Domino’s lovers to express their taste-bud-tinglin’ emotions for their pizza.

We even launched a GIPHY channel; bursting with a mouth boggling collection of GIFEELINGs, where fans could finally pinpoint the exact way Domino’s makes them feel.

Mission accomplished - we expressed the inexpressible for Domino’s fans everywhere.

As a fully integrated campaign, the executions all varied in format but were held together seamlessly by one creative thought – Lost For Words. The campaign launched with a big burst of through-the-line media activity and PR, with further ‘mini-bursts’ activating throughout the 17-week duration, to maintain awareness and drive further buzz.

Our GIPHY channel sprung into action two weeks after launch, once the idea had landed, and we leveraged ongoing social promotion during the campaign to sustain traffic to the page.

Our community manager flooded Domino’s feeds with gifs throughout the campaign, and they were even used by customer service teams.

After a week of promoted teaser posts, the Snapchat lens went live to reignite awareness and drive further engagement. The TV ad had already caused a stir amongst Social Snackers, now Snapchat gave them a chance to interact with the mouth-boggling antics for themselves.

Lost For Words is only four weeks into its campaign period at the time of writing. The below results are to date:

Domino’s has seen record Total Net Sales for their key Spring campaign window, seeing 19.7% YOY growth.

Total eCommerce Sales are up 28.7% YOY.

Participation:

2.5m GIF views

9.54m reached on Facebook

3.98m video views on Facebook

20% higher engagement rate than other Domino’s posts

Lost For Words content was 3.8 times more likely to be shared than regular content

1.73m+ million YouTube views to date

Brand Advertising Effectiveness (600 people sample):

77% ‘Enjoyed the advert’ compared with 68% and 69% for the most recent Just Eat and McDonalds adverts respectively

Boggles performed strongly with under 24year-olds with 88% enjoying the advert.

And finally, so loved was the TV ad, it was selected to be spoofed as part of Channel 4’s Comedy Gala.