New Year's Day (NYD) is the most important day of the year for takeaways. It's also the biggest sales-driving day for Domino's, with the brand expecting to make 350,000 pizzas – that's eight pizzas a second.
We knew that maintaining momentum during such a business-critical period would require no small amount of steadfast marketing – we'd have to drive as many people to their website and app as possible.
NYD is a tricky moment to gain cut-through or SOV. It's saturated with brands vying for attention, with Just Eat alone predicting it would sell 500,000 dishes on NYD.
We also...