Domino's Pizza UK

How does a pizza delivery business drive awareness of a new offer?


Engage TV viewers and drive awareness of the #BigNightIn deal.


Used Promoted Tweets with interest and TV conversation targeting to reach users actively watching TV.


  • 3M+ impressions
  • 23% peak engagement rate
  • £0.21 cost per engagement

Domino’s Pizza Group, recognised as the world’s leading pizza delivery company, opened its first UK store in 1985 and its first in the Republic of Ireland in 1991. It now has more than 750 stores in the UK and Ireland.

The challenge

To drive awareness of its latest deals, increase user engagement and boost sales, @Dominos_UK wanted to test the effectiveness of Twitter as a platform to reach key weekend TV audiences.

The solution

Using Promoted Tweets with interest and TV conversation targeting, @Dominos_UK worked with Twitter marketing platform partner Adaptly (@adaptlyEMEA) to test a variety of messaging to find what resonated best with TV audiences. This included programme-specific, brand and offer-led Tweets with jokes and puzzles. It also tested text-led against image-led Promoted Tweets.

For its hashtag, @Dominos_UK chose #BigNightIn, which reflected both the campaign name and the target audience (people gathered around the TV with friends or family on the weekend who are likely to order in).

Primarily, the campaign targeted big audience-drawing reality TV shows like The X-Factor (@TheXFactor), Strictly Come Dancing (@bbcstrictly) and I’m a Celebrity Get Me Out of Here (@imacelebrity). A second strand to its TV targeting was aimed football and rugby fans who were gathered together watching the game on a Saturday afternoon.

@Dominos_UK captured this mixture of reality TV and sports programming with the interests it targeted. These included: soccer, pop, hip hop and rap, celebrity fan and gossip, comedy, dating, sports news, console gaming and politics, reality TV, music news, NFL, baseball, exercise and fitness.

Throughout the campaign @Dominos_UK worked closely on this with media agency Arena Media (@ArenaMediaUK).

“Twitter, TV and pizza go hand in hand, which is why we were so keen to try TV conversation targeting when it was first announced. I don’t think there is another platform that would have allowed us to have been as creative as we have been with our content and still allow us to reach and engage the number of people that we did, in the way that we did.”

Rupal PatelDigital Campaign Manager, Domino’s Pizza Group

The results

The results of the campaign exceeded expectations and achieved @Dominos_UK’s engagement goals. #BigNightIn recorded a strong average engagement rate of 5.2% and a low CPE of £0.21. Several Promoted Tweets saw engagement rates of more than 20%, peaking at 23%: an all-time high for @Dominos_UK.

Throughout the campaign, exposure of the brand name and #BigNightIn hashtag steadily increased, amplified by Promoted Tweets. Overall, the number of @Dominos_UK mentions was more than 24K, with more than three million impressions.

Significantly, the campaign allowed the brand to learn about its customers by identifying key programming, like football, to target in future campaigns. It also established that @Dominos_UK was able to successfully engage a group of users who are at home at the weekend.

The #BigNightIn campaign also highlighted how Tweets with images can deliver far greater results. @Dominos_UK saw engagements rates rise from 1% to 15%+ for Promoted Tweets with images.

“We hadn’t previously invested that much in any of Twitter’s advertising formats, now it’s a core part of our always-on digital media strategy. We found that Twitter influenced more sales than we had previously thought and in some cases it had a halo effect of 100%.”

Rupal PatelDigital Campaign Manager, Domino’s Pizza Group

3 keys to success

  1. Choose a unique hashtag.

    @Dominos_UK wanted a hashtag that was catchy and would speak to its audience. #BigNightIn reflected both what its audience was doing with their evening and the kind of programming that it was targeting.

  2. Engage through rich media and humour.

    Share photos and rich media that capture your audience’s attention and include copy that spurs users to action. @Dominos_UK sent Tweets with images, puzzles and jokes to engage viewers on the second screen. These Tweets proved to be the most successful in terms of viewer engagement.

  3. Use interest targeting to connect.

    Using TV conversation targeting, @Dominos_UK targeted Promoted Tweets to viewers who were interested in celebrity and sports to ensure that it was connecting with the most receptive audience.