Domino’s UK uses a Twitter Moment to engage pizza lovers on #NationalPizzaDay
rise in engagement rate
Domino’s wanted to make sure that pizza lovers in the UK knew it was #NationalPizzaDay and to stay top of mind as they planned their celebrations.
Working with creative agency @irisworldwide, @Dominos_UK decided that the best way to observe this, the highest holiday in the pizza calendar, would be to tell the story of how pizza came to be.
@Dominos_UK used a Twitter Moment to share the story of the first margherita pizza, in fairy-tale style. “It was important to keep the magic and flow of our story alive, which was suited perfectly to Twitter Moments with their interactive, user-controlled, experience,” explained Simon Thurston-Mould, social media manager at @irisworldwide. “Twitter’s Moment feature enabled us to share our illustrated National Pizza Day story on the platform where the majority of the conversation was taking place, but in a far more engaging format than a ‘standard’ one-minute-plus video.”
Share your story with a Moment.
Moments let you collect and organise organic or Promoted Tweets into a single, interactive storytelling experience. @Dominos_UK unfolded its tale over six individual Tweets, and then combined them into a Moment.
Use video to capture and hold attention.
@Dominos_UK videos, with their storybook appearance and playful feeling of motion, stood out in people’s timelines. Video on Twitter engages viewers with media-forward, autoplay playback for mobile and web.
Reward your audience.
@Dominos_UK incentivised pizza fans to watch carefully – and encouraged them to make an order – by promising a discount code within the story.
@Dominos_UK’s story garnered 638.2K impressions on #NationalPizzaDay, a 37% increase on its previous Tweets with the same media spend. It also saw a 15% rise in engagement rate, compared to its average for similar Tweets.
Twitter’s Moment format provided us with an ideal platform to share our story with a targeted audience, in an engaging way. The engagement we saw was much higher than we would have anticipated for longer form content and this would definitely be a format we’d look to run again in the future.
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