I'm not at all surprised the new Dominos campaign is making them money. You can read about its successes here, here and here. And I'm equally not surprised that Crispin is behind the campaign.
Now, I don't think it's the greatest campaign ever. It's not even Crispin's best work. But it definitely is one of the best social media campaigns out there today. And that probably has a lot to do with why Domino's numbers are going up.
Consumers want a say. They want to know they're being listened to. And they want products and services that back up the promises made to them. Highlighting that whole consumer-brand relationship on a national level reassures consumers that they're being taken seriously. It's genius.
But the most impressive part about this campaign? The fact it exists at all.
About six months ago, my writer and I came up with a similar campaign for one of our clients that didn't even make it out the agency door. I don't blame the agency for this, because I know how risky a move the campaign would've been. It's incredibly ballsy to build a campaign based on customer feedback, highlighting (and then hopefully addressing) the problems of your company in the national spotlight. It's a huge risk. But, as evidenced by the Domino's campaign, it can get results.
So bravo to Crispin for believing in the idea and taking the risk of presenting it to the client. And bravo to Domino's for seeing its merit and moving forward with it.
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