Within an overall goal of becoming the most loved pizza brand on social, we came to Threads with open hearts and open minds. The relatively new space is a perfect opportunity to grow among existing communities and land a platform-specific voice and sense of humor. The crew we found on Threads was driven by female voices, compared to the male-skewed conversations that often take place on Twitter. We took this and ran with it, and our goal shaped into a simple and focused purpose: “for the girls.”
We post on Threads as though we’re shooting texts off to a “girls, gays, and theys” group chat. Our humor is relatable, a little snarky, and “for the girls” without being too heavy handed in content matter. Other audiences can find plenty to love in our Threads content, but the specificity of our relationship with our audience takes the language to the funniest place possible. After all, the group chat is ruthless.
We found that open-ended questions unrelated to Domino’s products pop off and kickstart ridiculously fun conversations. This also gives our content a tonal authenticity; we’re not eating pizza at the sleepover, we’re asking “who’s down for a sleepover?” We’re not dreaming about pizza, we’re asking “who wants to hear my dream from last night?”
When we are mentioning Domino’s products, it’s rooted in the ways that our audience organically talks online, whether or not it’s about food. With a little sugar and a little spice, “pineapple on pizza wouldn’t eat you either. hope this helps ❤️” is the perfect way to get in with the pineapple-on-pizza-lovers.
With a vaguely flirtatious tone on Threads, we carefully walk the line of innocent suggestiveness, maintaining a plausible deniability (“we’re talking about pizza!”). On other platforms, we generate conversation by bringing up hot button topics; here, we are the hot button topic.
Well, that worked a charm. Finding and chatting with our core Threads audience has kept us ranked #1 among key pizza brand competitors in total followers, engagements, and shares. In less than a year, our follower count has grown by 35%, and our average monthly views outpace our competitors by 70%.*
We’ve been smashing it in monthly views and comments, as well. Compared to our closest pizza competitor on Threads, Papa John’s, our average monthly views are 70% higher, and our average monthly comments are 72% higher. In fact, our content gets 56% higher average monthly views and 67% higher average monthly comments than all of our pizza brand competitor’s monthly content combined.
With a rapid growth in a short amount of time, the highest engagement in our replies among our peers, and outpaced monthly views, “for the girls” is working quite well for us.
*All statistics measured on Ansira from September to December 2024, starting when Threads launched comprehensive analytics.
