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    Oh No YOU DIDN'T!!: Yes We Did .Again

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    Ankur Saxena
    Domino's advertising strategy recently changed to focus on improving their pizza following admitting flaws. The document proposes a "Yes we did...again" campaign where customers directly submit videos to Domino's about their pizza, with the most believable submitter meeting the CEO for an "improved" pizza tasting. Key elements are direct customer attention, innovative customer service, and rewards. Social media like Facebook and Twitter would promote the campaign for word-of-mouth. Feedback would be monitored through blogging analysis and social media analytics.

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    Oh No YOU DIDN'T!!: Yes We Did .Again

    Uploaded by

    Ankur Saxena
    46 views10 pages
    Domino's advertising strategy recently changed to focus on improving their pizza following admitting flaws. The document proposes a "Yes we did...again" campaign where customers directly submit videos to Domino's about their pizza, with the most believable submitter meeting the CEO for an "improved" pizza tasting. Key elements are direct customer attention, innovative customer service, and rewards. Social media like Facebook and Twitter would promote the campaign for word-of-mouth. Feedback would be monitored through blogging analysis and social media analytics.

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    dominos-100419174351-phpapp02

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    Domino's advertising strategy recently changed to focus on improving their pizza following admitting flaws. The document proposes a "Yes we did...again" campaign where customers directly submit videos to Domino's about their pizza, with the most believable submitter meeting the CEO for an "improved" pizza tasting. Key elements are direct customer attention, innovative customer service, and rewards. Social media like Facebook and Twitter would promote the campaign for word-of-mouth. Feedback would be monitored through blogging analysis and social media analytics.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    46 views10 pages

    Oh No YOU DIDN'T!!: Yes We Did .Again

    Uploaded by

    Ankur Saxena
    Domino's advertising strategy recently changed to focus on improving their pizza following admitting flaws. The document proposes a "Yes we did...again" campaign where customers directly submit videos to Domino's about their pizza, with the most believable submitter meeting the CEO for an "improved" pizza tasting. Key elements are direct customer attention, innovative customer service, and rewards. Social media like Facebook and Twitter would promote the campaign for word-of-mouth. Feedback would be monitored through blogging analysis and social media analytics.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 10

    OH NO

    Yes WeYOU
    Did…….Again

    DIDN’T!!
    Dominos Who?

    Headquarters Greater Detroit Area

    Industry: Restaurants

    Type: Public Company

    Status Operating

    Company Size: 145,000 employees

    2006 Revenue 1.437 Million

    Founded 1960

    Website Dominos.com
    Defining Domino’s
     Dominos advertising strategy recently underwent a dramatic
    change. Following the admittance of their flaw, Domino’s
    created a new focus on their improved pizza. Watch the video
    below to get a more in depth view into the “Yes we did”
    campaign.

    p a
    a iiggnn
    mp
    CCaam
    uul
    l ppaa
    eeaa CC
    M
    M Mea culpa is a
    Mea culpa is a
    Latin
    Latin phrase
    phrase that
    that
    translates
    translates into into
    English
    English as as "my
    "my
    fault",
    fault", or or "my
    "my
    own
    own fault".
    fault".
    S.W.O.T Analysis
    Strengths Weakness

    • Customer Service
    • Lack of longevity
    Emphasis
    • Question of Results
    • Catchy, easy-to-
    remember campaign

    Opportunities Threats
    • Competitive Edge • Papa Johns
    • Market Growth and • Market Brand
    acquisition of new Equity
    market
    Creating Momentum
     Dominos strategy was created around the phrase:
    Oh no you didn't ?! Yes We Did
     From this, I recognized that Domino’s was emphasizing the fact that they
    listened to their customers, accepted the facts, and improved. Then I thought of
    what could Domino’s do to continue that theme. Why not continue to listen to
    customers and improve? Directly. Thus my ‘Yes we did….Again’ campaign
    arised.
     Key Factors
     Direct Customer Attention
     Innovative, Interactive Customer Service
     Customer Rewards
    Yes we did…again
     Create webpage which allows you to directly send
    videos to Domino’s. Videos will be randomly
    selected for a contest in which the most believable
    and upset customer will receive a meeting with the
    CEO with an ‘Improved’ pizza tasting. Making
    consumers say “Oh no they didn’t” and our reply
    simply being Yes we did…again
    Social Media
     Facebook/Twitter
     Utilize Domino’s Twitter page to use a word of mouth
    tactic to get the word out about the campaign
     Using Facebook Fan-page to encourage direct video
    submission
     Click Below To Visit
    Words that matter
     Key Words
     Pizza
     Improved
     Pizza takeover
     Mea Culpa
     Fresh Ingredients
     Puffery
     Delicious
    Budget

    Total Expenditure

    Pizza Gifts
    Employee Compensation
    Technical Support
    Miscellaneous
    Receiving Feedback
     Blogging
     Encourage bloggers to analyze campaign
     Social Media Monitoring
     Use Google analytics, twitter clients, and SEO to
    monitor visiting consumer information and social
    footprint
     Twendz, HootSuite, Facebook Insights, #of Submitted
    Videos

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