For 2020, Domino’s KSA (@DominosKSA) wanted to return with its successful Pizza for Good initiative for Ramadan, and again turned to Twitter to raise awareness and encourage donations during the holy month.
@DominosKSA hoped to repeat the impact it was able to achieve in 2019 when customers donated more than 100,000 pizzas to families in need throughout Saudi Arabia.
While Pizza for Good had been a huge success in 2019, its launch in 2020 came against the backdrop of the global pandemic. In consideration of this, @DominosKSA developed creative that spoke to the 2020 experience, raised awareness of Pizza for Good, and encouraged people to get on board by making a donation during Ramadan.
The campaign was launched with a Promoted Tweet that gave an overview of the initiative, and invited other restaurants to take part. This was followed up by an educational Promoted Video that explained how to take part and conveyed the emotional message behind the charity drive.
Throughout the campaign, the hashtag #بيتزا_الخير (#PizzaForGood) was used, driving conversation and allowing people to share the message, encouraging others to donate one riyal in exchange for a donated pizza.