{"id":11180,"date":"2018-02-14T09:17:12","date_gmt":"2018-02-14T09:17:12","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&p=11180"},"modified":"2020-08-25T20:04:29","modified_gmt":"2020-08-25T19:04:29","slug":"dom-chat","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/dominos\/dom-chat","title":{"rendered":"Dom Juan"},"content":{"rendered":"
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\r\n This is the story of how one killer stat led to a change in direction that would result in a 10% YoY increase in sales and a chatbot named Dom Juan. <\/blockquote>\r\n \r\n \t\t\t <\/div>\r\n \r\n
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As one of the largest sales days in the Domino\u2019s calendar,\u00a0 Valentine\u2019s Day is a critical time for the brand. We needed to stand out and boost sales.\u00a0<\/div>\n

But we knew that Valentine\u2019s Day would also be noisy. Brands promising that they could provide the perfect product, backdrop or tonic for your romantic evening. We vowed to be different. We would be modern. We would talk about real relationships. Real moments. Real people. Real stories.\u00a0<\/div>\n

And then we found this.\u00a0<\/div>\n


Valentine\u2019s Day sees a 20% increase in usage on Tinder.\u00a0

Modern love wasn\u2019t happy couples. Modern love was mobile. Modern love was swiping, ghosting and NSFW pics. Modern love was single. Modern love was Tinder.\u00a0<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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Enter the UK\u2019s first ever branded Tinder chat bot; Dom Juan, the Pizza Casanova.<\/h4>\n <\/div>\n<\/section><\/div>\n\n
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We launched Dom Juan on Tinder in the days leading up to Valentine\u2019s Day and asked singles to match with him in order to start the conversation. Dom Juan was then able to feed users a selection of \u2018cheesy\u2019 or \u2018doughmantic\u2019 chat-up lines to try on their real matches, and hopefully find true love in the process.

We amplified the campaign with an integrated approach, including social, Spotify, influencers, CRM and PR. Dom Juan achieved over 2 million impressions on Tinder alone, and got people talking with national consumer press coverage, as well as becoming Campaign\u2019s Ad of the Day.

Crucially, the campaign also drove sales yielding a 35x return on advertising spend and an increase of 10% from the previous year’s sales. The campaign taught us that sometimes it makes more sense to go after the ‘other’ audience. Especially if you have the die-hard charm of a Casanova chat up bot on your side.\u00a0<\/p> \r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n<\/section><\/div>\n\n

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