Domino’s wanted to position itself as the UK’s favourite takeaway and delivery brand, with pizza at its heart. It also wanted to deliver superior end-to-end customer service, increase perceptions of the brand as a supplier of quality products and ensure it had attractive stores within easy reach of potential customers.
Performics @ Starcom’s nine-week implementation involved moving Domino’s store pages to an average first position in local Google rankings, with the aim of delivering year-on-year growth in organic revenue generated through local store pages. Its research found that Domino’s needed 1,200 bespoke SEO optimised pages for their UK and Ireland stores to transform their search rankings and Google My Business listings.
Pages were equipped with optimised metadata and on-page copy, as well as useful store information, maps, menus and opening times. Technical capabilities were also harnessed to enable advanced features like schema structured data (pairing a name with a value that helps search engines categorise and index content).
Judges said it was a ‘really good example of data and technology applied at the local scale to deliver outstanding results for Domino’s’.
Highly Commended: Performics @ Starcom for Trafalgar
Taking home second place is again Performics @ Starcom for global tour company Trafalgar with ‘The World on a Plate’ campaign. During the Covid-19 pandemic, Trafalgar tasked Performics @ Starcom to create website content and amplify it through digital PR, with the aim of keeping its audience engaged and its domain authority high. The idea was centred around food, as a way for avid travellers to keep their hunger for adventures alive when they couldn’t physically travel.
‘The World on a Plate’ was Trafalgar’s first performance content and outreach campaign and was based on visualising trends from 50,000+ keywords related to food and travel. It covered search demand trends across eight key markets (UK, USA, Canada, South Africa, Australia, Singapore, Ireland and New Zealand), giving invaluable strategic insights into what countries people would be likely to travel to once borders reopened.
- MediaVision, New Look
- Spark Foundry, George at Asda
- iCrossing UK, Times Money Mentor