{"id":2888,"date":"2024-09-18T17:54:12","date_gmt":"2024-09-18T17:54:12","guid":{"rendered":"https:\/\/luagroup.com\/case-studie\/ugc-dominos-pizza\/"},"modified":"2025-09-25T15:15:42","modified_gmt":"2025-09-25T15:15:42","slug":"dominos-pizza","status":"publish","type":"case-studie","link":"https:\/\/luagroup.com\/en\/case-studie\/dominos-pizza\/","title":{"rendered":"UGC Domino\u2019s Pizza"},"content":{"rendered":"\n<p>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. <\/p>\n\n<p>Domino\u2019s 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. <\/p>\n\n<p><\/p>\n\n<p><strong>Objective<\/strong><\/p>\n\n<ol class=\"wp-block-list\">\n<li>Generating content for TikTok: creating content for Domino\u2019s TikTok channels that can attract and engage with the audience on their social network. <\/li>\n<\/ol>\n\n<p><strong>Strategy<\/strong><\/p>\n\n<p>To capture the target audience and ensure the brand&#8217;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\u2019s offered.  <\/p>\n\n<p>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\u2019s but also to post it on their own channels. <\/p>\n\n<p><strong>Execution<\/strong><\/p>\n\n<p><strong>Phase 1:<\/strong> Profile Hunting<\/p>\n\n<ul class=\"wp-block-list\">\n<li>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\u2019s content, for each of the cities where Domino\u2019s planned to activate.<\/li>\n<\/ul>\n\n<p><\/p>\n\n<p><strong>Phase 2:<\/strong> Final selection and management <\/p>\n\n<ul class=\"wp-block-list\">\n<li>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\u2019s Pizza location in their respective cities and generate the content without any issues.<\/li>\n\n\n\n<li>Each creator received specific guidelines to help them develop their own script for the video creation, ensuring the authenticity of the content was maintained.<\/li>\n<\/ul>\n\n<p><\/p>\n\n<p><strong>Phase 3:<\/strong> Content licensing and publication<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Each validated piece of content was scheduled for posting on the creators&#8217; TikTok profiles, and the necessary licenses were obtained so that Domino\u2019s could use and promote the content with all required guarantees.<\/li>\n<\/ul>\n\n<p><\/p>\n\n<p><strong>Results<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>Estimated savings of \u20ac17,500. <\/li>\n\n\n\n<li>Over 120 ad-hoc content licenses were obtained from creators aligned with Domino\u2019s, generating significant visibility and interaction on the brand&#8217;s own profile.<\/li>\n\n\n\n<li>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.<\/li>\n<\/ul>\n\n<p><\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"684\" height=\"1024\" data-id=\"2638\" src=\"https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/4-2-684x1024.png\" alt=\"\" class=\"wp-image-2638\" srcset=\"https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/4-2-684x1024.png 684w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/4-2-200x300.png 200w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/4-2.png 764w\" sizes=\"(max-width: 684px) 100vw, 684px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"2640\" src=\"https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/1-4-768x1024.jpeg\" alt=\"\" class=\"wp-image-2640\" srcset=\"https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/1-4-768x1024.jpeg 768w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/1-4-225x300.jpeg 225w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/1-4-1152x1536.jpeg 1152w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/1-4-1536x2048.jpeg 1536w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/1-4-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"731\" height=\"1024\" data-id=\"2636\" src=\"https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/5-1-1-731x1024.png\" alt=\"\" class=\"wp-image-2636\" srcset=\"https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/5-1-1-731x1024.png 731w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/5-1-1-214x300.png 214w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/5-1-1-768x1076.png 768w, https:\/\/luagroup.com\/wp-content\/uploads\/2024\/09\/5-1-1.png 864w\" sizes=\"(max-width: 731px) 100vw, 731px\" \/><\/figure>\n<\/figure>\n","protected":false},"featured_media":2655,"template":"","tipo-de-campana":[],"case-categorie":[31],"class_list":["post-2888","case-studie","type-case-studie","status-publish","has-post-thumbnail","hentry","case-categorie-foodie-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Domino\u2019s Pizza: Influencer Marketing Case Studies \u2013 Lua Group<\/title>\n<meta name=\"description\" content=\"Domino\u2019s Pizza found the formula to generate organic TikTok content and increase brand awareness by 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