With dedication, precision, and alignment, DRIM Global won the Medal for "Best Use of User-Generated Content (UGC)" at the prestigious The Maddies 2024 for this campaign. This showcased their expertise in crafting campaigns that capture attention and drive engagement through innovative strategies.
Read this guide here to learn more about the campaign and this prestigious award.
About exchange4media Mobile Awards
The Maddies acknowledges and recognizes all such marketing stories that employ an effective mobile marketing strategy in India. These activities are equally judged on innovation, concept, execution, and results by a highly experienced independent panel of the industry.
The awards showcase cutting-edge achievements and are open to industries like clients, creative agencies, media agencies, and publishers. As mobile marketing evolves, it’s becoming a vital part of the marketing mix, with experts predicting it will soon surpass other digital forms, doubling spending in coming years and highlighting its growing role in audience engagement.
About the Award Category: Best Use of User-Generated Content (UGC)
The "Best Use of User-Generated Content (UGC)" category at The Maddies celebrates campaigns that creatively integrate authentic, user-created content into their marketing strategies. UGC transforms customers into brand ambassadors, fostering authenticity and credibility while amplifying a brand's message.
This category recognizes campaigns that leverage UGC and crowdsourcing to build collaborative advertisements, achieving outstanding results and metrics. By engaging users using UGC content, the brand gains:
- Enhanced Engagement: UGC naturally attracts higher interaction rates compared to traditional advertising.
- Community Connection: Involving users fosters a sense of belonging, turning customers into a part of the brand’s story.
- Cost-Effective Creativity: UGC leverages the creativity of real users, reducing the need for heavy production costs while amplifying reach.
Domino’s India’s "UGC Magic in 30 Days" campaign, designed in collaboration with DRIM Global, perfectly demonstrates how strategic UGC can drive trust, engagement, and measurable success. Winning this award highlights DRIM’s expertise in crafting innovative, data-driven influencer strategies that deliver outstanding results.
About DRIM Global
DRIM Global is a leading performance marketing platform specializing in influencer-backed campaigns to achieve specific business goals such as increasing sales, enhancing brand awareness, and driving app installations.
Renowned for creating impactful influencer campaigns, DRIM Global partners with leading brands such as Domino's, KFC, McDonald’s, Amazon, Fresh To Home, Swiggy, and other e-commerce brands. Their strategic approach involves crafting personalized campaigns that resonate deeply with target audiences through trusted influencers.
By utilizing advanced analytics (AI and ML) and data-driven insights, DRIM Global ensures that each campaign maximizes engagement and meets performance goals, establishing it as a leader in the digital marketing landscape.
Domino’s Award-Winning Campaign
Facing intense competition from local and international brands, Domino's India launched the "Domino's Pizza: UGC Magic in 30 Days" campaign to solidify its market presence and enhance customer retention.
Managed by DRIM Global, this campaign boosted reach and helped build a positive image.
The campaign aimed to tackle the challenges of intense competition primarily. It followed by helping to maintain the market saturation owing to 2000 stores which led to saturation. Further, the campaign aimed at increasing customers' direct engagement with Domino’s compared to third-party online aggregators.
Strategic Aims of the Campaign
- Increase direct orders through Domino’s platforms.
- Boost walk-ins to physical stores.
- Launch new products effectively.
- Reposition the brand to appeal to newer generations.
Influencer Strategy and Content Impact
- Diverse Influencer Mix: The UGC campaign utilized a broad spectrum of influencers, from nano to macro-influencers.
- Influencer Selection: Using ML, DRIM Global shortlisted 107 influencers from 234 applicants to create user-generated content aligned with brand goals and audience preferences.
- Creative Content: Influencers produced "drool-worthy" visuals of Domino’s pizzas and desserts, targeting price-sensitive customers.
- Offers for Virality: The campaign featured engaging offers like "Lunch Date with MOM for INR 99", which triggered audience interest and engagement. Such user-generated content (UGC) increased the credibility and authenticity of the campaign to a greater extent.
Outcomes Gained
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Massive Reach:
- 107 influencers
- 134 publications
- A free reach of 70 million
- 68.91 million total video views
- Viral Content: Several videos exceeded 1 million views, demonstrating the success of user-generated content.
