New Year's Day is the most important day of the year for takeaways. It's also the biggest sales driving-day for Domino's, with the brand expecting to make eight pizzas a second.
We knew that maintaining momentum during such a business-critical period would require no small amount of steadfast marketing - we'd have to drive as many people to their website and app as possible.
NYD is a tricky moment to gain cut-through or share of voice. It's saturated with brands vying for attention, with Just Eat alone predicting it would sell 500,000 dishes that day.
We also knew that NYD is plagued with the same old monotonous dialogue; new year, new you, righting wrongs and writings resolutions. With each and every brand competing for virtuosity share.
To make things even more challenging, it's statistically the most hungover day of the year - meaning an audience that weren't exactly geared and primed to watch ads.
So rather than cook up the same old advertising, pandering to the same old clichés, we launched a pop-up 24-hour channel full of content people would truly want in their time of need.
So, how did we do?
We brought just over 9 million impressions, split across Facebook, Instagram Stories, Twitter and Spotify ads, including influencers.
As the campaign carried through, we started to get people talking - earning a total of 101 million impressions. With 85 million impressions direct from social buzz and chatter, and the rest from press coverage both on-site and on social.
Those impressions soon turned into action; we almost quadrupled traffic to 387.4% and app opens to 110% against the daily average.
Eventually, that actions got the tills ringing - with the campaign driving a 19.3% YoY increase in online sales.
And the results paid dividend, with 14.7% of sales coming directly from social ads, delivering £387.4 in online sales - that's a 17x Return on Advertising Spend.
We set out to maintain business momentum on the biggest day of the year for Domino's. We think we did alright.