The constant generation of content on social media poses a challenge for many brands, especially when it comes to channels like TikTok, which requires highly dynamic content to be consumed daily by the audience.
Domino’s Pizza, however, found the perfect formula to regularly generate organic content while also building awareness through the voice and creativity of content creators. UGC (User Generated Content) has become a key strategy for their social media management.
Objective
- Generating content for TikTok: creating content for Domino’s TikTok channels that can attract and engage with the audience on their social network.
Strategy
To capture the target audience and ensure the brand’s account generated engagement among followers, it was necessary to create authentic and dynamic content, similar to what stands out on that social network. And what better way to achieve this than by allowing native TikTok content creators to take charge, week after week, of sharing with the audience all the promotions and updates that Domino’s offered.
Additionally, to leverage the impact these creators had on their own profiles, they were not only asked to create content to be shared by Domino’s but also to post it on their own channels.
Execution
Phase 1: Profile Hunting
- Since the campaign was going to rotate between cities throughout the year, a carefully curated pre-selection of profiles was created, specializing in UGC and aligned with the brand’s content, for each of the cities where Domino’s planned to activate.
Phase 2: Final selection and management
- The final profiles participating in the campaign were meticulously selected, and arrangements were made with each of them regarding available dates so they could visit the nearest Domino’s Pizza location in their respective cities and generate the content without any issues.
- Each creator received specific guidelines to help them develop their own script for the video creation, ensuring the authenticity of the content was maintained.
Phase 3: Content licensing and publication
- Each validated piece of content was scheduled for posting on the creators’ TikTok profiles, and the necessary licenses were obtained so that Domino’s could use and promote the content with all required guarantees.
Results
- Estimated savings of €17,500.
- Over 120 ad-hoc content licenses were obtained from creators aligned with Domino’s, generating significant visibility and interaction on the brand’s own profile.
- The creativity of the profiles, along with the authenticity and dynamism of the videos, led to some of them going viral, with certain pieces of content reaching over 4 million views individually in a single day.
