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“It’s important to make social a focus, rather than just an add-on at the end,” he added.
Another recent campaign by Domino’s Pizza, created by Dutch alongside Iris worldwide, saw Domino’s Pizza take to mobile dating service Tinder, promoting ‘cheesy’ one-liners and ‘saucy’ chats. Dutch revealed that about 90 per cent of content for Domino’s social feed is planned in advance, with an annual calendar, as well as a social media monthly content calendar for upcoming events.
It’s about deciding which channels are working and which ones we can improve, and about content.
For example, if you have a blog, that content will create a bond that you can use on social: the channels are in the same universe.”And what does Domino’s Pizza have planned for the months ahead?
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“We wanted to grab a slice of the Tinder action as finding new and fun ways of engaging with our audience is a big part of what we do. There are weekly executions, Dutch explained, which are planned at least a week in advance.