Starcom & Domino’s: Real-Time Data Insights at the Speed of NHS Emergency Services

When the first UK lockdown hit in March 2020, Domino’s search team needed to innovate a fresh approach to how they reported data and supported their content marketing teams. The ‘Behavioural Search Sensor’ (BSS), was built using data from several different data sources in order to track behavioural changes. Combining governmental policy changes with search trend data, the BSS helped to provide real-time insights that reflected the public’s attitudes towards the pandemic.

Within days of the tool being in operation, search trends were identified, relating to the public’s desire to support NHS staff. This fed into Domino’s commitment to support communities through charitable partnerships and projects, kick-starting the £4 Million NHS Pizza Giveaway campaign. Domino’s’ was able to further support the campaign with a SEO-targeted blog article that served as a key organic traffic and ranking driver. Not only did the BSS tool inform the most successful SEO content marketing campaign in recent years for Domino’s UK, but it also outperformed the originally set performance objectives by 300%.