Domino's "Made For You" Campaign

Domino's Pizza – Case Study

Domino's Pizza

Service provided

Influencer Marketing


Chain Restaurants

THE Objective

Increasing Domino's Pizza's Influence in UAE

Domino's partnered with Expin to execute the "Made For You" campaign, which aimed to enhance customer trust and loyalty by highlighting the brand's commitment to transparency, high-quality service, and a focus on fresh ingredients. The campaign also featured an Everyday Value promotion, offered at 29AED, and encouraged followers to order online through


Expin's Role

Expin played a pivotal role in the successful execution of Domino's "Made For You" campaign from the very beginning, ensuring that it aligned with the brand's objectives and messaging.

Influencer Selection

Expin carefully selected a mix of foodie and lifestyle influencers based in the UAE who met specific criteria:

  • UAE nationality
  • Top 1% followership based in the UAE, contributing to 28%
  • Minimum engagement rate of 1.1%
  • Previous collaborations with F&B brands, preferably QSRs like Pizza Hut, Maestro, Papa John’s, McDonald’s, KFC, etc.

Influencer Brief

Expin provided a comprehensive influencer brief to guide influencers in promoting Domino's "Made For You" campaign. Influencers were asked to share their personal experience of ordering at Domino's and highlight key messages, including the "Made for You" concept, pizzas made only when ordered, the use of fresh ingredients, the Everyday Value promotion at 29AED, and the call to action to "Order Now on DOMINOS.COM." Influencers were required to use the hashtag #MadeForYou and tag @DominosUAE in their posts.

Campaign Content

Expin worked closely with influencers to create engaging content that resonated with their audiences. This content showcased the essence of the campaign without revealing specific scenes but maintained the essence of "Made For You" and "Everyday Value at 29AED."

KPIs (Key Performance Indicators)

Expin established clear KPIs to measure the campaign's success:


Post Campaign Report

Expin conducted a thorough analysis to provide Domino's with a comprehensive post-campaign report, including engagement results, reach, and impressions.

The Results

Achieving Remarkable Social Presence In The UAE

Thanks to Expin's strategic influencer selection and thorough campaign execution, Domino's "Made For You" campaign achieved impressive results. Customer awareness, engagement, and conversion rates were significantly increased. The campaign successfully conveyed Domino's commitment to transparency, high-quality ingredients, and value through Everyday Value promotions. With the assistance of UAE-based influencers, Domino's reached a broader local audience, resulting in increased sales and organic online orders. The campaign generated notable brand mentions and positive engagement, solidifying Domino's presence in the UAE market.

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