So Tasty The Mouth Boggles

When it came to describing the great taste of Domino’s, social listening told us there were no words to describe it. Instead, people expressed themselves through Gifs and emoticons.

We highlighted this ‘mouth-boggling’ effect of Domino’s pizza on TV and radio, then set about giving people the tools in social media to describe the indescribable feeling Domino’s delivers. 

Our digital and social strategy saw us launch a Giphy channel for the first time, giving fans a whole array of Gifeelings to help them express their love of Domino’s. We even produced a snap chat lens for people to boggle themselves and their friends. The Internet loved it and people began boggling anyone and everyone, from Tiddles to Trump. 

A whole mouth-boggling social movement was born from a socially informed campaign.

33M
33M
GIF Views
8.5M
8.5M
Snapchat plays
13%
13%
Higher engagement rate than other Domino’s social posts
3.8
3.8
Times more likely to be shared than regular content
GOLD
GOLD
Integrated Creative Pool Award
GOLD
GOLD
MAA Award for Best Idea