Behind the Campaign: How The Viral Union Helped Domino’s Scale with Influencer Marketing  

There are campaigns that check the boxes. And then there are campaigns that quietly shift how a brand feels in your mind. The Domino’s influencer campaign we built at The Viral Union belongs to the latter. It wasn’t loud. It wasn’t a stunt. But it worked and worked well. 

Let’s take you behind the curtain and show you how this influencer marketing strategy came together, and why it offers a fresh playbook for modern brands looking to scale meaningfully. 

The Backdrop: Why Domino’s Needed a Fresh Approach 

Domino’s India has long been a household name for its quick deliveries, value combos, and that familiar cheese burst. But post-pandemic, food habits changed, and so did the audience. Domino’s needed to engage a younger, digital-first crowd. Traditional ads weren’t cutting through anymore. They needed to feel present, human, and part of online culture. 

That’s where we stepped in with our custom influencer marketing strategy. 

Also Read: How to Identify the Right Influencer for Your Brand 

The TVU’s Approach Behind Domino’s Influencer Campaign 

First thing first, our goal wasn’t to make ads. It was to create moments. Thus, we didn’t go after celebrity influencers or tired trends. We instead tapped into micro- and nano-creators who genuinely love Domino’s and had real stories to share, be it study-night cravings or WFH lunch hacks. 

Wondering what’s the tailored tactic in this? Well, this influencer marketing strategy hinged on relatability, not reach. Because at TVU we understand the fact that people trust people, especially those who feel like them. 

And thus, we encouraged creators to weave the brand into their routines with hooks like: 

• “What’s in my lunch box” with a Domino’s twist 
• Gym-to-cheat-day pizza transitions 
• Skits about roommates fighting over the last slice 

Basically, the idea was not to create content but culture. 

Multi-Platform Play Where We Placed the Pieces 

One of the smartest things we did with our influencer marketing strategies was not limit the campaigns to one platform. We built a multi-platform journey that spanned: 

• Instagram for eye-catching Reels 
• YouTube Shorts for longer stories with stickiness 
• LinkedIn (yes, really) where young professionals shared pizza break rituals 

This way, Domino’s showed up not just in feeds but in everyday scroll rituals. 

Also Read: Top Influencer Marketing Trends to Watch in 2025 

Dominos Case Study: What Worked 

Looking back at this Domino’s case study, a few things really stood out: 

• Micro wins over macro: Smaller creators brought deeper engagement. Their posts felt real, not like ads. 
• Humour travels: The top-performing content? Skits. Relatable ones. No pushy sales voice. 
• Timing is everything: From cricket nights to month-end cravings, timing helped drive resonance. 
• Geo-layered strategy: We mixed regional creators from metros to Tier-2 cities—making Domino’s feel hyper-local again. 

This wasn’t just a successful run. It became a model Domino’s now refers back to. A influencer marketing strategy case study worth repeating. 

The Results: From Cravings to Conversions 

Here’s the outcomes we got from our influencer marketing strategy: 

• A 35% lift in organic brand mentions across key social media platforms 
• Influencer stories beat branded content by 4.7x in engagement 
• Over 11 million organic views across formats in 4 weeks 
• Noticeable spike in in-app orders in high-exposure cities 

More importantly? Domino’s didn’t just trend. It started conversations. 

Also Read: Types of Influencers: Mega, Macro, Micro, and Nano Explained 

Why This Influencer Marketing Strategy Stands Out 

The answer is quite simple and straightforward: Instead of treating this influencer marketing strategy like a media buy we told stories, and it was narrated by creators who care. And dropping them into the timeline at the right moment with the right vibe? It worked and broke the internet. 

The Domino’s influencer campaign wasn’t about being everywhere. It was about being exactly where it mattered. 

If you’re still wondering whether influencer marketing works, this Domino’s case study is your proof. When it’s done with heart, with strategy, and with creators who genuinely vibe with your brand, the result isn’t noise, it’s impact. 

Want to build campaigns that scale with a story? We’re The Viral Union. And this is exactly what we do. 

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