Perfluence and Domino's Pizza Case: How to Attract 12,000 Clients Through Mic...

bitheeranidas00

Before meeting us, Domino's had already worked in social networks: they placed targeted advertising, held contests and collaborations. SMM brought few orders, and we needed to attract new customers without going beyond the CAC (cost of customer acquisition); increase sales within the CPO (cost per order) and increase brand awareness. The priorities were set in this order.

The work plan was as follows:

Plan the number of posts,
Create a loyal blogger base (based on conversion data and blogger reviews) for re-posting,
Test different social networks,
Optimize blogger selections and post formats,
Increase the number of publications monthly,
Analyze bloggers' posts, topics, and geography to find the most effective accounts.
Preparation

Before launching campaigns, we always first create a blogger profile. To do this, we answer questions about what an influencer should be like, where they blog, and what they should write about so that their subscribers become potential clients. You never know which blogger and on which platform will attract the most clients. If possible, it is better to work with the widest possible range of platforms so that you have something to choose from.

In the case of a pizzeria, it is also important to consider geolocation, because delivery is not available in all cities. A blogger does not have the ability to set up geolocation and show posts to people from certain regions, so we looked for influencers who have the most subscribers in target cities: Moscow, St. Petersburg, Kazan and others. In total, we selected 200 bloggers on Instagram*, TikTok, VK, Zen, YouTube and Telegram for the first flight.

Choosing a blog topic starts with a hypothesis: which influencers will be most effective. A simple example of a hypothesis: bloggers who play computer games love pizza. If you want to get a high ROI, it is important to test as many topics as possible according to your hypotheses at the stage of launching campaigns with bloggers. We selected accounts that talk about lifestyle, video games, cinema, and sports.

In the pizzeria ad, it seemed obvious that there was no point in attracting customers through healthy lifestyle bloggers and young mothers, but we tried this option. It turned out that everyone wordpress web design agency loves good pizza, and healthy lifestyle bloggers don't always have athletes as their subscribers, and no one has cancelled cheat meals. This is a clear example of the importance of testing any topics and audiences. As a result, we expanded the project's audience and generated additional sales.

After the first wave of placements, we analyzed the effectiveness of publications in our own system.



We analyze the effectiveness of ten parameters - and thus select the most promising bloggers with whom we can work for a long time
Examples of publications and earnings of bloggers

The main message of the advertising campaign was a positive personal experience. In the posts, we focused on the product itself, the quality of service and fast delivery. Something like this: "What is as important in pizza as the taste of the dough and toppings? That it is hot! Eating a microwaved pizza is not so much fun. I order delivery in just 30 minutes from the nearest Domino's Pizza restaurant!"

Bloggers write texts themselves according to our technical requirements, but use their own manner of communicating with the audience. If you stand over a blogger and comment on every letter, the text will lose its naturalness, and the conversion will be lower.

Here are examples of the most effective publications:




When you want to advertise on a pay-per-result basis, the main difficulty is to persuade the blogger to work according to this scheme. After all, many people find it more comfortable to simply receive money for a publication; according to our statistics, this makes up 93%. The advertiser’s task is to remember that CPA is new for an influencer. Therefore, you need to calmly and patiently explain the interaction scheme, be in touch 24/7, help create advertising posts, politely make adjustments, quickly resolve urgent issues, and communicate respectfully in general. Then you will build trust, and people will want to work with you.

It is very important to build long-term and loyal relationships for future publications, so that before each advertising campaign you don’t have to spend weeks searching for normal bloggers.

Influence marketing traditionally has its own challenges, from trivial typos in promo codes to content approval. At first, Domino's Pizza checked every post to make sure it matched the brand philosophy, but over time, our team developed a clearer understanding of the client's requirements, and the checks were no longer necessary.