Ситуативный маркетинг на ЧМ-2018: как Domino’s Pizza обошла конкурентов, сохранив почти весь бюджет

Главное о кейсе

From June 14 to 21, our campaign got 3,500 clicks and significantly surpassed the rest of the existing Domino’s Pizza campaigns (the result compared to the average for the rest of the campaigns):
• CPC in search: - 735%
• CPC in the CCM: - 666%
• CPA: - 307%

Put another way, we managed to save 88% on search ads, and 87% of the company's average budget for contextual advertising on the display network. At the same time, attracting a new buyer among the foreign fans was now costing our client 4 times less than conversions from the Russian audience!

Бизнес-задача и ее решение

It all started with the planning of usual contextual advertising campaigns, and we were ready for the traditional set of operations: building keywords, creating ad groups, writing headlines and texts, and the like. However, after starting to evaluate the competition in the niche occupied by our client, we noticed one surprising thing.

The 2018 World Cup brought together football fans from all over the world in Russia, fans who love pizza as much as we do. The groups of foreigners who came for matches are the hottest target audience for which all Domino’s competitors would likely be competing. But in fact, no one was fighting for them: none of the rivals launched an English-speaking campaign aimed at tourists.

This chance was not to be missed. In our hands suddenly turned out to be the trump card, and we redirected the entire strategy to English-speaking football fans. The first step to implement this was to create and English version of the Russian Domino’s website.

To further prepare the advertising campaigns, we needed to do the following:
• Use Google as the most popular search engine in the world
• to collect branded and common keywords in English
• write English headlines and ad texts for search ads
• create banners styled as the 2018 World Cup,
• launch English-speaking campaigns on the search and display network.

From idea to implementation

First of all, we made up the semantic core of the new campaign, collecting key phrases relevant to pizza delivery. Domino’s Pizza is a world-famous brand, so it was important not to forget this when building the keywords.

Since no one else advertised to English-speakers, let alone branded requests, the competition for these keywords throughout the country turned out to be very low. As a result, the cost of a click obviously was several times less than for similar Russian keywords. And this is despite the fact that the language and the mention of the brand clearly indicated a “hot” audience with a high probability of conversion.

We combined the selected keywords into several groups, and for each of them we made our own ad variations. When writing headings and texts, we followed a few general rules:
1. Be sure to mention the 30-minute delivery as a USP.
2. Promote special offers: Buy two pizzas get one free and a free drink
3. Use Google Ads structured snippet extensions with pizza names in English.

We also prepared creatives with Domino’s special offers for the Google Display Network. The design of the banners was made in a typical football theme.

We limited our geographic targeting campaigns to Domino’s Pizza in Russia.

After completing all the settings, on June 14, our campaign for English-speaking fans were launched. The first results, which we looked at after a week, surprised even us.

Прочая информация о кейсе

Domino’s Pizza created special offers targeted to the English-speaking international football fans in Russia for the 2018 World cup. The goal was to promote these special offers through digital channels for the duration of the World Cup. In addition, it was important that the CPA was below the current targets as established by similar campaigns.

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