Domino's Pizza has extended its partnership with independent agency WorkInProgress, expanding WIP's role to include social media agency of record (AOR) along with creative duties. Since 2021, WIP has produced successful campaigns, notably the Emergency Pizza promotion, which became a significant driver of consumer engagement. This new contract signals a strategic pivot towards social-first marketing, indicating Domino's intent to strengthen its presence on platforms like TikTok. The partnership reflects confidence in WIP's ability to navigate ongoing global uncertainties in a rapidly evolving market.
The Emergency Pizza promotion, which offered a free medium pizza, generated 5 billion earned media impressions, marking it as Domino's most successful campaign ever.
WIP’s new role as social AOR underscores Domino's commitment to enhancing its presence in social media and the creator space, particularly on platforms like TikTok.
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