Sarah Barron, Domino's CMO argues that social has a “major role to play in playing mental availability” especially at weekends and major events. 

In the short interview on THE FIFTH’S VIP roof terrace at this summer’s MAD//FEST, Baron said that the key to their social strategy was to ensure their  “consumers get to a Friday or Saturday night and looking for that takeaway treat that we are the first brand they think of.” 

Barron went on to say that social is very important in trying to cut through the noise and helping Domino's stand out from the crowd: “We have sent people into the Cheltenham Festival with Domino's boxes on their head. We sent a jetpack delivery man into Glastonbury, and on the back of both we got about 53 million and social impressions.”

“That’s the thing that really matters on a Friday or Saturday night. They are the brands that they remember. And that's why you gain share and do better than the rest of so that's our key focus as a business from a social perspective.”

Watch her short interview here, in which  she also spoke about how Domino's key aim, in these hard times, is to gain market share, why everything they do is ‘rooted in data’, and why she thinks it’s an exciting time to be a marketer. 

‘MAD//Fest Moments’ is a series, in partnership with THE FIFTH in which prominent industry leaders share emerging trends, challenges and opportunities. We’ll be covering these interviews over the rest of the Summer and Autumn in MAD//Insight.