Domino’s
As the Senior Social Art Director on America’s biggest pizza brand, our goal was to create engaging and relatable content across Instagram, TikTok, YouTube, Twitter, Facebook and Threads. In under four months, we made Domino’s the most beloved pizza brand on social amongst Gen Z.
Domino’s social media audience has grew by 52.2% year over year, with an overall engagement rate increase of 65.7% for 2024. On TikTok, our impressions were up by 137%, and shares are up by 59.8%. On Instagram, organic impressions are up by 53%, and shares increased by 159%.
Here are some of my favorite projects from that time.
MamaKnow’s (2024)
A two-year old made Domino’s want to change their name, and it became one of my favorite real-time social moments.
Content creator and hilarious dad, Dillon White from @dadchats, posted a video where he shared a moment with his child about wanting Domino’s for dinner, but instead of his kid saying ‘Domino’s,’ she said ‘Mama knows.’ My team was tasked with big idea concepts as a rapid response to dadchats’ most viral video. So we gave the White Family just that in a custom designed pizza box, merch and gift cards all designed by me. Our team knew the importance of hoping on this social listening moment, to feel connected to our audience and to bring small wins to our social presence. The White Family was so pleased with our gift that they posted on their Instagram and their fans, although were skeptical of our grammar choice, now became fans of Domino’s.
ECDs: Will Benham + Mike Groenewald CW: Jack Cornett AD: Me
Original Video
Our Response
Domino’s x Fortnite (2024)
To announce this amazing collaboration of pizza and gaming with limited assets but lots of imagination, my partner and I developed social-specific content that spoke to gaming culture and showcased Domino’s Emergency Pizza as the solution to any gaming emergencies.
ECD: Will Benham Social Team and Editors: Me + Jack Cornett
Original Memes (2024 - 2025)
Domino’s has plenty of parameters around how their brand is presented on social to an audience that throws professionalism and conventionality out the window. It was my team’s job to create original and engaging memes that show menu items as delicious and bring a quirky yet bold Gen Z way of communicating.
ACD: Mobs Roberston CW:Jack Cornett AD: Me
