Satisfy Your APPetite Campaign
Client: Dominoâ€™s Pizza
TA B LE O F C O N T E N T S
Executive and Strategic Summary Marketing Strategy 1 S.W.O.T. 2 Communication Strategy 3 Big Idea and Creative Strategy 4 Creative Plan 5 Philanthropy 6 Media Plan 7 Budget / Evaluation Plan 8 Appendix
A1 - A9
EXECUTIV E & S TRA T E G I C S U MMA RY
Domino’s is known as a world leader in the pizza industry. In 2011, the company positioned itself in the digital era by launching The Domino’s Mobile App. This app allows customers to place, track, and pay for their orders right from their smart phones in the midst of everything that may be keeping them busy. Luminous Worldwide has been challenged with creating an integrated marketing campaign to convert new and loyal customers to download and purchase their orders through the innovative mobile application, rather than calling in orders. After primary and secondary research, we have developed a plan to raise awareness about The Domino’s Mobile App amongst 18-49 year olds and persuade them to download and use the app for all of their Domino’s purchases. The campaign will focus on the application’s reliability and convenience in situations when the feeling of hunger annoys consumers but their environment is not conducive for calling in an order. The tagline for the campaign is Satisfy Your APPetite, which not only brings awareness to the Domino’s Mobile app through a play on words but also calls consumers to action. The Satisfy Your APPetite campaign will be driven by Domino’s first ever recognizable brand character that will be a personified version of hunger that the audience can relate to. This $250,000 national campaign will utilize Domino’s owned and earned media, while also developing new media channels through the creation of social media accounts for Domino’s new brand character. With this campaign, Luminous Worldwide will reach 7,500,000 people within the 18 - 49 demographic, increasing app downloads and generating approximately 150,000 initial orders through the mobile app. This is projected to result in a 10% increase in orders through the application and generate $30,000,000 in sales from The Domino’s Mobile App.
Key Marketing Research Conclusions
Proposed Corresponding Strategies
Consumers 18-24 are more likely to order pizza than any other age group and are more likely to use mobile applications to make purchases.
We will target college students with campus ambassadors and utilized online video ads to reach this market where they already exist - in the digital space.
Consumers 25-49 are becoming more tech savvy as they start to embrace new media and the digital era, however they are still accustomed to using traditional media channels to communicate and stay informed.
We will target the second tier of our audience through more common media channels such as email, in store, website and packaging ads, prompting them to download the mobile ordering application.
Both target markets lack awareness of the Domino’s mobile application.
We will utilize social media, online and instore/packaging in order to appeal to a wide, diverse audience.
Consumers 18-24 are more susceptible to participate with campaigns that are cause oriented.
We will partner with Feeding America in order to raise awareness of both the mobile application and the hunger epidemic in America.
MA RKE T I N G S T RA T EGY SITUATIONAL ANALYSIS
Domino’s has been a staple in the pizza industry since its inception in 1967. With a variety of menu items, a worldwide presence, and an efficient mobile ordering application, Domino’s has set itself apart from competitors in this market and has emerged to be a leader in the pizza world. It maintains a trustworthy reputation through transparent business operations, reliable service, and delicious menu items.
Out of 7 billion people in the world, 6 billion have access to mobile phones. Over the last decade, mobile devices have changed the way companies market to consumers, the types of media being exposed, and essentially the way people live their everyday lives. The Domino’s Mobile App uses this perk of technology not just as a way to improve sales, but as a way to effectively reach their customers and remain relevant. The Domino’s Mobile App covers 80% of smart phone markets and contributes to the $1 billion Domino’s makes from digital sales.
Domino’s has incorporated digital technology to simplify and streamline the ordering process. In 2012, Domino’s generated $1 billion in digital sales, a third of which were produced from The Domino’s Mobile App. The app allows customers to place orders more quickly and easily by saving order preference and payment information. The Domino’s Mobile App includes a Pizza Tracker that allows customers to follow their pizza from the oven to their doorstep.
COMPETITIVE ANALYSIS Domino’s top competitors are Pizza Hut, Papa Johns, and Little Caesars. While each of these companies have a mobile ordering application, The Domino’s Mobile App is the only application that allows the consumer to track their order from the oven to their door step. The Pizza Hut app has a feature in which a customer can reorder a favorite menu item within only five clicks, the Papa Johns app incentivizes consumers with Papa Rewards Points for ordering online, and Little Caesar’s mobile app only works in Michigan. Secondary Domino’s competitors include local pizzerias and these businesses most likely do not have mobile ordering applications and if so, only reach a very niche market.
MARKET SEGMENTATION / TARGET MARKET Domino’s overall target market is consumers 18-49, both male and female. Domino’s target audience does skew female due to their focus on the heads of households, who most likely make the dinner decisions for their family. In order to appropriately target consumers, Luminous Worldwide has broken the overall target market into primary and secondary markets. The primary market are those consumers aged 18-24. Based on our research from MRI Plus, this age group has the highest index for pizza purchases, with the next closest age group being 42 index points lower. This research also showed that consumers that attended college buy more pizza than those who did not, further reinforcing the focus on this particular target audience. Our primary target audience is not only more inclined to buy pizza, but they are also more technologically advanced than their parents, having grown up in a digital era. Our secondary target audience is 25-49 year olds, concentrating on the customers who are ordering for their family rather than just themselves. This group still orders pizza but is more wary of technology, preferring to speak to a person to know their order has been placed. Although this tier of our audience is still adapting to using technology to make purchases, they have a higher disposable income and are likely to spend more dollars per order. Today, the range of 18-49 year olds is a very popular demographic for raising awareness about a brand, product, or service on most media channels.
Company-Wide • Large, international company • Long-standing reputation App-Specific • Ability to save “pizza profile” for faster, easier ordering • Variety of menu options available • Unique tracking feature showing delivery progress • Application very highly rated on app stores (4.5/5 stars on Apple app store w/ 2,000+ reviewers)
Company-Wide • High-fat, high-calorie menu options • Consumers’ inferior product quality perception App-Specific • The application is not yet available in some markets • Customers may be deterred from placing an order if forced to create an account • Limited funding for application campaign ($250,000)
Industry-Wide • More than 50% of college-aged adults have consumed pizza in the last 6 months App-Specific • Increased popularity of smart phones (especially among older demographic) • Saving credit card information can drive brand loyalty by making ordering more simple • Allow for geographically-targeted promotions and discounts • Grow users across Android and Windows platforms
Industry-Wide • Consumer trend toward healthier, all-natural eating • Product consumption affected by seasonality App-Specific • Competitor applications • Competitor delivery service connected to gaming systems (i.e. Pizza Hut with XBox) • Top end of 18-49 demographic less frequent app users • Distrust of technology • Technological failure • Hacking personal information
C O MMU N I C A T I O N S T RA T EGY
POSITIONING The Domino’s Mobile App has only been around for 3 years and is already known as a market leader in the pizza delivery category. The app has been featured in Domino’s advertisements as a reliable and convenient way to make purchases, opposed to calling in orders. The Domino’s Mobile App generates one-third of Domino’s total sales and is marketed to Domino’s consumers as the preferred way of ordering. With the use of the app, Domino’s hopes to gain new customers that are accustomed to operating their daily lives through technology.
OBJECTIVES Population: 18-49 (133,798,000) Reach at least 5.6 % of target audience Generate 10,000,000 impressions Trigger 20% awareness of The Domino’s Mobile App from impressions Generate 25% Domino’s Mobile App downloads (500,000 downloads) 30% purchase rate
150,000 initial purchases/orders made through app $10 per order x 150,000 initial purchases = $1.5 million in sales 5% sales increase of mobile orders
BIG IDEA & CREATIV E S TRA TE GY BIG IDEA When hunger strikes, Domino’s Mobile App gives customers the ability to order pizza quickly and easily, even in situations when they can’t talk on the phone. Our tagline is Satisfy Your APPetite. In order to drive this campaign and raise awareness of the Domino’s mobile app, we have created a recognizable brand character, HungerMan. He is the feeling of hunger personified. He is the constant obnoxious reminder of needing food that can creep up on you in any situation. In advertisements, HungerMan will bother the consumer, acting as a distraction from the task at hand. HungerMan is there while you are studying at the library, standing in the elevator, and even playing in a sporting event. He shows that the feeling of hunger truly follows you everywhere and encourages you to download and order through the Domino’s Mobile App to Satisfy Your APPetite.
CREATIVE STRATEGY Strategic Partnership
Creative Strategy Online video ads
The creative executions will highlight consumers in settings in which they can use their smartphone but are in environments in which they cannot talk or it is difficult to hear. In each situation, HungerMan disturbs, annoys, and irritates the consumer. HungerMan disappears only after the order has been placed via the Domino’s Mobile App. The crux of the ads will be the tagline “Satisfy your APPetite”, highlighting the Domino’s Mobile App as the way to get rid of their bothersome hunger. The Domino’s Mobile App will appear at least three times throughout the ad, including visually and/or verbally. This overview applies to all creative pieces except static ads. Please see the appendix for creative samples.
C RE A T I V E PL A N Objectives • • • • •
Raise awareness of the Domino’s mobile app using the HungerMan brand character Convey the convenience of the Domino’s mobile app. Generate a positive buzz from video ads and inspire consumers to spread our message Persuade online customers to order through the app by increasing prominence of Increase consumer engagement using Domnino’s brand and HungerMan social media accounts. • Utilize banner ads on external sites to reach new consumers in the target audience. • Prompt customers to download the app using relevant point of purchase displays • Engender increased visibility and brand affinity through a strategic partnership with Feeding America and encourage Domino’s customers to become activists in the fight against hunger in America.
In-store: There will be an in-store 6 ft. cut-out of HungerMan in all Domino’s locations. He will be holding a smartphone with the Domino’s Mobile App on screen, that will expose in-store traffic to the Domino’s Mobile App and ultimately persuade customers to download and use the app for their next purchase. Website: For the duration of the campaign, there will be a HungerMan takeover or interactive flash media on the homepage of the Domino’s.com. Packaging: The Domino’s pizza and wing boxes will raise awareness about their partnership with Feeding America during the months of August to December by displaying the Feeding for America logo and during September, an orange version of HungerMan to promote Hunger Action Month. Social Media (FB, Twitter, IG): Domino’s will actively use their Facebook, Twitter, and Instagram accounts to promote the Satisfy Your APPetite campaign. In addition, HungerMan will have his own Facebook fan page as well as an interactive Twitter account in which he will tweet about pop-culture and live events going on (ex. Oscars, State of the Union address, Superbowl) emphasizing the fact that hunger bothers anyone, anywhere. Online and Banner Ads: Online banner and interstitial ads will be featured on sites such as ESPN.com, CNN. com, FoodNetwork.com, and FeedingAmerica.com to appeal to a wide range of consumers in our target audience of 18-49 years olds. Hulu and YouTube Ads: Domino’s Mobile App commercials will appear as 30-second Hulu and YouTube ads featuring HungerMan in action and urging viewers to stop fighting hunger and satisfy their appetite by purchasing through the Domino’s Mobile App. Campus Ambassadors: Our campus ambassador program will be an on-site, grassroots, marketing technique geared toward reaching the 18-24 demographic in their own environment -- college campuses. The program will include 15 colleges; one from each of our top 15 Domino’s markets (essentially 15 states) and $300 will be allocated to each college. We will have 2-4 ambassadors per college that will host events, serve as the liaison between Domino’s and the first tier of the target audience, and occasionally dress up as HungerMan on campus. Please see appendix for top 15 markets. Email: We will also utilize Domino’s email list to reward loyal customers with discounts and promotions that can only be used through The Domino’s Mobile app.
PHIL A NTH ROP Y Philanthropy: Consumers today within the 18-49 demographic are extremely cause-oriented. They love to purchase but when there is a cause attached to a product or service they love that even more. These individuals see this as both a great deed and an incentive. During the Satisfy Your APPetite campaign, Domino’s will partner with Feeding America. Feeding America is the nation’s largest domestic hunger-relief charity and it’s mission is to engage our country in the fight to end hunger. With this in mind, Domino’s and Feeding America will collaborate to Satisfy America’s APPetite. This partnership will last for five months, from August to December and will have a local and national presence. Domino’s locations nationwide will have percentage nights where 5% of each order made through the Domino’s mobile app will go to local Feeding America food banks . The national scale of this partnership will be heavily dependent on the month of September, which is Hunger Action Month. Throughout this month, each time a Domino’s customer orders through the mobile app not only will a percent of their proceeds go to Feeding America, but they will also receive a code providing them with a discount for their next Domino’s purchase. This code can only be used through The Domino’s Mobile App. Domino’s will promote these efforts through all of their social media accounts and the HungerMan Twitter and Facebook as well. The packaging for Domino’s products will have the Feedng America logo and the hashtag, #SatisfyAmericasAPPetite, placed on them. HungerMan will sport an orange jumpsuit during September, in honor of the color for Hunger Action Month.
ME D I A PL A N OBJECTIVES OVERVIEW Our objective is to reach 7,500,000 people in our target audience. Each of these individuals will be exposed to the campaign vehicles a minimum of 1.3 times. MEDIA SCHEDULE The Satisfy Your APPetite campaign will run from January-December 2015. The Hulu and Youtube ads will be the main vehicles in introducing HungerMan and raising awareness about The Dominoâ€™s Mobile App in a new way. As the campaign gains traction, we will introduce in-store signage and online banner ads on external sites. These vehicles will operate on a pulsing schedule so that the audience does not become immune to the message. The Campus Ambassadors program will go on hiatus during the summer months while school is not in session. The philanthropic aspects of the campaign will begin in August in preparation for Hunger Action Month in September. By November, almost all aspects of the campaign will begin to wind down as consumers begin to direct their attention to the holiday season, which tends to include a lot of home-cooked meals and New Years resolutions.
BUDGET / E VA L UA TIO N PL A N
The budget for the Domino’s Mobile App Satisfy Your APPetite campaign is $250,000 and is expected to generate $1,500,000 in sales from The Domino’s Mobile App. Most of the campaign is driven through digital and social media which are a low-cost, high-reach vehicles; resulting in a ROI of 500%. Social media effectiveness will be measured mainly through click-through impressions and customer interactions such as likes, comments, retweets, mentions and follower counts. The Campus Ambassador program will be evaluated by attendance at campus events and mentions of Domino’s Campus Ambassadors on social media and other online channels. Since customers who order pizza through the mobile app during the month of September are given unique codes for a discount, the philanthropic aspect of the campaign will be measured by the use of these “mobile app only” incentives. We will also evaluate the effectiveness of the philanthropy partnership by measuring the increase in Feeding America’s social media followers and the use of the hashtag, #SatisfyAmericasAPPetite. We expect a dramatic increase in awareness of the mobile app to come from in-store signage, packaging ads and Dominos.com. As of 2014, The Domino’s Mobile App has 5.2 million total downloads and with the Satisfy Your APPetite campaign Domino’s is guaranteed a significant increase.
A PPE N D IX A. Detailed Budget B. Creative Samples • Creative Brief • HungerMan • In-store • Website • Packaging • Social Media • Online and Banner Ads • Hulu and YouTube Ads C. Domino’s Top 15 Markets D. Video Advertisement(s)
DETAILED BU D GET
C RE A T I V E B RIEF Key Fact The rise of smart phones has lead to new ways to order food, and in return has increasingly fragmented the market across competitors and ordering methods. The challenge is the same as any mobile application; the two-step call to action process: 1) Download the app 2) Use the app. Problem to be Solved/Overview A vast majority of consumers are ordering pizza over the phone or through their computers rather than on their smart phones. The goal is to create an integrated marketing campaign, with high emphasis on digital and social media, that urges current and potential Domino’s consumers to download the Domino’s Mobile App and use it for all future purchases. To increase awareness, the creative campaign must be humorous, incentive oriented, relatable to 18-49 year olds, and able to be translated across various platforms and media channels. Advertising Objective Generally, our objective is to generate awareness of the Domino’s mobile app and convince customers to order through the app rather than placing their order over the phone. Specifically, our objective is to increase awareness of the application by 5.6%, leading to an increase in sales through the application by 10%. This will result in an additional $300,000 per year made for the Domino’s Mobile App. Target Audience The target audience of our campaign is split into two demographic segments. The primary audience includes ages 18-24. This tier of individuals grew up in the prime of the digital era and are the most tech savvy individuals roaming the world today. This makes them more likely to adopt a mobile ordering application. This group embraces technology that makes life easier; useful is the new “cool” in this target audience. Research also shows that people who attended college order more pizza than those who did not, making this age group an ideal target audience. A survey done by eMarketer revealed that about one-third of millennials find digital ads -- including social, display and mobile -- to be more effective and influential for perceiving and valuing brands than traditional ads. The secondary target audience includes ages 25-49. These are more often adults who are ordering for their family rather than just for themselves. This group is becoming more open to using technology but are sometimes worried about a disconnect if they do not actually talk on the phone. Insight “Yeah I would use the app for the convenience of not having to call somebody” “I would definitely use a mobile app to order Domino’s pizza! I just didn’t know they had one!” Message All creative will convey the problem of the bothersome feeling of hunger in situations when calling to order is difficult. The solution will also be conveyed, which is the convenience and reliability of the Domino’s Mobile App to place, order, and track a Domino’s purchase. In a humorous and relatable way, the message will urge audiences to Satisfy Their APPetite using the Domino’s Mobile App. Tone/Feel The tone should be light, humorous, and enthusiastic in keeping the Domino’s brand identity. This should not be a somber or very serious campaign. Visuals We are developing images and visuals for the new Domino’s brand character, HungerMan. He will always be of male stature in a red body suit (whether static or in person) with the letters H-U-N-G-E-R centered on his chest. The only time HungerMan’s color will be altered is during the month of September, which is Hunger Action Month, and he will be orange (as orange is the color of the cause). Visuals will vary from multi-media content post on social media accounts, online banner and interstitial ads, and Hulu and YouTube ads. Mandatories Image or visual of HungerMan, Domino’s Logo, “#SatisfyYourAppetite”, “Domino’s Mobile App” Media Vehicles We will be using all direct and interactive channels of Domino’s Pizza, LLC including their owned and earned media channels; social media, e-mail, website, print with a goal of increasing the number of orders driven through a Domino’s Mobile App. Each vehicle will also raise awareness about the new Domino’s mascot that will be the ultimate driver of the campaign. There will be a philanthropic partnership and collegiate brand ambassador initiatives to serve as grassroots vehicles.
Hun g e rM an
I N -S T O RE , W E B S I T E , PA C KA GIN G
HU L U & YOU TU BE A D S
S O C I A L MED IA
ON LIN E & BANNER A DS
T O P 15 MA RK ET S According to Simmons Data, the 15 markets pictured below have the highest brand development indices for Dominoâ€™s pizza. We will utilize these markets for our campus ambassador program which will encompass one major college in each market. These schools will serve as the pilot for what we hope will be an on-going program across the country.
*Markets are in order from highest to lowest BDI
SOU RCE S
Visual Video Summary Link http://www.youtube.com/watch?v=SyITE-6lS_I Video Ad Link: http://www.youtube.com/watch?v=_b8vsywHCyg Simmons Data MRI+ http://www.feedingamerica.org http://www.emarketer.com/Article/Traditional-Digital-Ads-MillennialsShow-Mixed-Feelings/1010747 http://www.mobilecommercedaily.com/domino%E2%80%99s-pizzasees-140000-android-app-downloads-since-launch http://www.dominosbiz.com/Biz-Public-EN/Site+Content/index.html http://www.trafficestimate.com/dominos.com http://newsfeed.time.com/2013/03/25/more-people-have-cellphones-than-toilets-u-n-study-shows/