Joey’s Pizza (Domino’s)

National media campaign with regional control

The task

Joey’s Pizza – now Domino’s Pizza – is one of the most successful restaurant chains in Germany with more than 220 branches. For the first time, Fluent implemented a centrally managed brand and distribution campaign across the country to drive further growth. The challenges were to increase brand awareness at the national level, offer regional support to branches, strengthen the online ordering business and achieve maximum budget efficiency.

The solution

An effective mix of national TV and cinema marketing together with strategic regional support, including out-of-home advertising, online campaigns (video, display, mobile and performance advertising) as well as ambient advertising. Development of a timing strategy for maximum business in branches on slower days as well as timelines and the creation of targeting clusters (the basis for a regional media mix) in all cities where Joey’s has a presence, taking into account branch size, order frequency and order routes. The campaign has been continuously optimised based on up-to-date data analysis and reports.

The result

The campaign has achieved all the marketing and sales goals that were set, even exceeding them by a wide margin in some areas. For example, SEA conversions were up by 184% and cost per order (CPO) was down by 57%. Negotiated gross media payments revealed a plus of 77%.