Domino’s teaches us all a lesson about honest social media

Domino’s pizza has taken social media to another level with one of the most ambitious and transparent campaigns ever.

It is a far cry from two years ago when Domino’s staff loaded video of staff abusing company food that went viral.

This sparked the company’s Turnaround campaign which has since seen it leading the way in customer feedback and engagement.
Its latest initiative is the boldest so far and hats off to the pizza giant which recognised the only way to kill off negativity in its brand was to address it head on, put its hands up and own up to the problem, and do something meaningful about it.

The Times Square exercise carries messages from customers – good, bad and indifferent. Providing they’re not defamatory or downright rude, they are posted up for all to see.
We can’t all afford daily messaging on a Time Square moving billboard but we can present feedback, good and bad, when it’s relevant and will help customers build up trust in the brand.

This is the essence of social media and although Domino’s had a rocky period with it, it has certainly made amends since.

Dawn Strange
Account Director