Known for their signature party cut and edge-to-edge® toppings, legendary pizza chain Donatos was on a mission to turn up the heat on social. So how’d they do it? By creating timely, viral-worthy content that got consumers clamoring to swipe up.
To get Donatos trending, we had to evolve their social voice from “mom” to “Donna Donato” – the fun-loving friend with a magnetic personality. In doing so, we gave ourselves the space to create lol-worthy content that builds brand loyalty and affinity – instead of just sales. This approach led to three key content buckets: Experiences you have when you eat Donatos, the Food that brings you together, and the Comfort that comes from your favorite cheesy indulgence. The results? A feed that resonates with audiences of all tastes.
Once we delivered our fresh, new strategy, we filled feeds with trending memes, life moments you share over a pizza, delicious innovations (cauliflower wings, anyone?), and the latest TikTok sounds. We even partnered with Donatos via our TokShop program — a 3-month pilot where we test 'n' learn your brand on TikTok. Leveraging TokShop's trend-sensing sessions and rapid content development, we crafted a process to quickly activate upon TikTok’s ever-changing world of trends – resulting in over a dozen videos with the top-performers reaching over 5,000 views.
