Creator battle sparks full-funnel hype

Lieferando wanted to build targeted, product-specific hype while reaching a broad audience—with a direct impact on incremental orders.

At the heart of the campaign was a clear mechanism: an influencer battle. Two creator couples teamed up with Domino's to develop their own pizza creations and compete against each other. The challenge was simple and easy to understand: who sells more pizzas and wins the battle?

This competitive setup created tension from the start and gave the campaign a clear narrative structure. We used this to create a strong hook and immediately generate high levels of attention.

The launch leveraged this strong hook and was pushed immediately through media. This was followed by a serial content logic across creator and brand channels, featuring independent storylines, regular updates, and intentional community involvement.

As an additional conversion layer, the creators' own Splash app was integrated, allowing users to unlock discount codes through gamification. Simultaneously, high-quality assets and paid distribution translated organic hype into scalable performance.

For this integrated campaign approach, the presence of the creators throughout the entire setup was crucial. The influencers acted on their own channels, on the brand channels, and were also specifically used as the faces of the paid assets. This created a consistent campaign image with genuine community engagement rather than just passive consumption.

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