Taguchi + Domino's
Collect them all: The Bankzitters pizza challenge
Overview
Domino’s Pizza Enterprises Netherlands (DPNL) partnered with the Bankzitters, a popular Dutch influencer group, to promote a bespoke new pizza range. Each Bankzitter created their own signature pizza, forming the foundation of a limited-time collector-style campaign designed to drive repeat purchases and encourage customer participation.
Goal
The overall campaign aimed to grow brand consideration and attract new customers within DPNL’s target audience. The CRM campaign, as part of this launch, focused on increasing customer purchase frequency and engagement, by motivating customers to buy all five Bankzitters pizzas during the promotional period. A further objective was to attract new subscribers to Domino’s marketing database through a dedicated sign-up path tailored specifically to the campaign.
Here's what Domino’s Netherlands had to say
“Taguchi made it easy for us to manage data and automate this campaign, while the integration with Movable Ink brought our personalised progress emails to life.
Together, they helped us turn a creative idea into a highly engaging, high-performing campaign with both brand and commercial impact”.
CRM Specialist, Domino's Pizza Netherlands
Campaign solution
DPNL introduced a pseudo-loyalty mechanic: customers who purchased all five Bankzitters pizzas would automatically receive an entry to win VIP tickets to a live Bankzitters show.
The communications strategy targeted both existing subscribers (via Domino’s owned channels and the Bankzitters’ social platforms) and new customers who could join the database through a Taguchi-hosted webform. Customer purchases were tracked in Taguchi, enabling automated, personalised progress update emails showing which pizzas had been purchased and which were still outstanding.
“Campaigns like this are where innovation really happens. Domino's ambition challenged the team to think beyond standard lifecycle messaging, and by collaborating closely with Movable Ink we were able to design a truly dynamic, real-time experience. Together, we turned data and creative requirements into an innovative, scalable solution that delivered measurable impact and set a new benchmark for personalised email,"
Luke Artner, Client Success Manager at Taguchi
To deliver real-time progress visualisation, the campaign leveraged Movable Ink to generate a dynamic “pizza progress” module. Movable Ink utilised Taguchi data to create a personalised, visually rich progress tracker.
Each email dynamically displayed the specific Bankzitter’s pizzas the customer had already collected, rendered as individual image tiles, and highlighted which pizzas were still missing. This created a sense of momentum and completion, effectively turning the inbox into a gamified collector experience.
The personalised imagery refreshed automatically at open, meaning customers always saw their latest progress without the need for batch updates or manual segmentation.
The campaign journey
“This campaign shows what’s possible when dynamic creative is tightly integrated with real-time data. Working with Taguchi made it easy to leverage up-to-date purchase data, allowing us to create truly personalised, real-time progress visuals that elevated the entire customer experience,"
Lauren Gunston, Senior Client Experience Manager at Movable Ink
This real-time visual feedback not only reinforced the reward mechanics of the promotion but also encouraged repeat purchases by tapping into customers’ natural desire to “collect the full set.” The result was a highly engaging, data-driven module that elevated a simple purchase incentive into an interactive, personalised journey.
Execution
Each Bankzitter created a unique pizza featured throughout the campaign.
Customers’ qualifying purchases were tracked in Taguchi and updated in real time.
After each purchase, customers received a triggered EDM displaying:
1. which pizzas they had collected
2. which pizzas remained
3. their progress toward VIP entryDynamic content delivered via Movable Ink updated automatically based on each customer’s purchase history.
Once all five pizzas were purchased, customers received a completion confirmation email and an automatic entry into the VIP ticket draw.
Results
The Bankzitters campaign delivered strong performance uplift across engagement and conversion metrics, substantially outperforming Domino’s BAU lifecycle triggers, highlighting the effectiveness of real-time dynamic content and goal-based progression mechanics in driving customer action.
Open rate
+21.9% uplift
driven by highly relevant progress-based messaging and influencer appeal.
Click-through rate
+107.8% uplift
more than doubling BAU performance. Customers actively interacted with their personalised progress module to track how close they were to completing the set.
Conversion rate
+70.0% uplift
demonstrating that personalised progress updates successfully motivated customers to return and purchase additional Bankzitters pizzas.
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