Pizza Dominium

Our cooperation with the Dominium pizza shop network included implementing a campaign promoting the Client’s mobile app. The app lets you find Dominium Pizza restaurants nearby and order pizza online to be delivered or picked up at the restaurant.

Note: In 2021, the Dominium Pizza network merged with Domino’s Polska S.A. Currently, the network’s restaurants go by the name Dominium by Domino’s. Because of that, the app we mentioned is no longer available on Google Play and the App Store. At the same time, we encourage the use of the pizza network’s current mobile solution—the Domino’s Pizza app.

The results of the planned and implemented year-long strategy of the app promotion:

The challenge/starting point:

Pizza Dominium created its own mobile app to facilitate customer service and increase restaurant revenue. Thanks to the app, ordering pizza was supposed to be faster and more intuitive, and app users were supposed to feel special due to targeted promotional offers exclusively for them.

Pizza Dominium needed assistance in promoting its app, and the Client contacted us because of this challenge. Our job was to attract new app users, build engagement within the app, and increase revenue.

Campaign

We planned the promotional campaign in the See-Think-Do-Care model to cover every stage of the potential customer’s journey – from the discovery of the app to its active use. Promotional tools were selected based on our know-how, as well as on the data concerning the way users discover new apps. Our activities included app store (ASO) positioning and campaigns on Google App Campaign, Facebook App Ads and Apple Search Ads. We took care of the appropriate analytics tools configuration in the app, which allowed us to measure the effectiveness of the promotions and optimize campaigns to meet advanced goals.

At the beginning of the campaign, we focused on acquiring installations. In the next phase, our efforts shifted to generating transactions within the app. We reached these goals by combining analytical data with the advertisement systems’ machine learning. Intelligent quotas setting were used in the campaigns, i.e.: “Installations maximization,” “Increasing the in-app purchases” and “Target in app transaction value,” to determine the target cost of acquisition of a new user.

Based on the resources we delivered, such as the description, headers, static graphics, HTML5 format creations or videos, advertising systems automatically generated appropriate ads in every channel to reach the potential app client.

To encourage users to install the app and use it to place orders, we communicated attractive “Starting promotions.” We also used the #stayhome hashtag, relating to the global campaign during the pandemic.

We targeted ads based on the predefined target group, Google Ads signals and real time app data. Here, we built profiles similar to those of the most active app users. Thanks to Apple Search Ads, we reached iOS users who browsed the App Store for phrases connected with pizza, food delivery or competitor brands. To increase involvement and app revenue, we used Remarketing – to return the campaign to the users who installed the app.

We also conducted an ASO audit to optimize the app for organic visibility in Google Play and App Store. We defined the list of phrases important for ASO and we developed app’s metatags (description and graphical elements visible on app’s webpage in Google Play and App Store).

Products and solutions used:

• ASO
• Google App Campaign
• Facebook App Ads
• Apple Search Ads
• Smart bidding
• Firebase
• Facebook SDK

Results:

A multichannel strategy of app promotion brought about over 48,000 new app users and tripled the app’s revenue in one year.

From the campaigns alone, we acquired over 30,000 app installations. Thanks to the ASO audit and regular user acquisition, the app’s organic visibility, especially in Google Play, also grew. This resulted in the growth of the number of installations from free traffic sources.

Client’s opinion:

The complex approach to mobile app promotion, expert knowledge and involvement were things that convinced us to cooperate with the Up&More agency. The Up&More team thoroughly analyzed our app and its position in relation to our competitors, pointed out the key barriers for growth and planned marketing actions wisely. We knew we were in good hands from the very beginning. The increase in downloads, app activity, retention and – of course – revenue quickly proved our choice to be the correct one.

Liliana Lesińska Marketing Manager, Pizza Dominium