Domino's Nigeria — Your Pizza. Your Wahala.

01 — The Insight

Winning a market and owning its culture are not the same thing.

After 13 years in Nigeria, Domino's had achieved total market dominance — over 70% pizza market share, 534K Instagram followers, 100,000 customers a day. By every commercial metric, they had won.

But they marketed like a brand afraid of losing: "Number 1 Pizza Company," promotional pricing, product-led creative. Meanwhile, the one feature that mirrors exactly how Lagos thinks — opinionated, decisive, personal — had never been the centrepiece of a campaign.

"The Build-Your-Own Pizza offering is the most Nigerian thing Domino's has ever had on the menu. It just doesn't know it yet."

70%+

Pizza market share

78+

Stores nationwide

100K+

Daily customers

The Campaign Platform

Your Pizza.
Your Wahala.

Build it your way. We'll bake it.

Culturally Native

Wahala is the most loaded word in street Yoruba-Pidgin. Owning it signals the brand understands Lagos — not just Nigeria.

Audience-First

Puts the customer in the creative director's seat. Domino's role is execution — baking what they design.

Product-Accurate

A literal description of the Build-Your-Own offering, dressed in language Lagos millennials already own.

02 — The Work

Creative across every
touchpoint.

▶

Hero Film — "No Two Are The Same"

16:9 · 15s & 30s · Drop campaign film here

Phase 01 · Awareness

Split-screen hero film

Two colleagues, same VI office, radically different orders. The contrast is the message.

▦

Split-Panel Billboard

Landscape · OOH · Drop billboard mockup here

Phase 01 · Out-of-Home

"We don't have a favourite. You do."

Lekki-Epe · Maryland · Ikeja Along

▢

Instagram Launch Post

1:1 · Social · Drop key visual here

Phase 01 · Social

Campaign launch creative

Same store. Same menu. Zero same pizza.

♪

#MyPizzaMyWahala

9:16 · TikTok · Drop UGC frame here

Phase 02 · Engagement

TikTok challenge

Branded Afropop jingle. UGC as the engine.

▦

The Build Bar — Stories Series

9:16 set · IG Stories · Drop poll frames here

Phase 02 · Instagram Stories

Weekly topping debates

"Suya chicken vs pepperoni?" Audience as co-creators.

▭▭▭▭

Meta Carousel — 4 Cards: Crust · Sauce · Toppings · CTA

1:1 ×4 · Paid Social · Drop carousel set here

Phase 03 · Conversion

"Pick wrong and own it."

Each card walks one decision in the build. Performance creative carrying the platform into hard conversion.

03 — Campaign Architecture

Three phases. One platform.

01

Awareness

No Two Are The Same

Instagram · TikTok · Out-of-Home

Launch by celebrating Lagos individuality. A split-screen contrast format shows two Lagosians — same occasion, radically different builds. With Build-Your-Own, no two Nigerians eat the same pizza.

2 Weeks

02

Engagement

Show Us Your Wahala

TikTok · Stories · WhatsApp

Hand the campaign to the audience. The #MyPizzaMyWahala challenge invites Nigerians to share their builds — their combinations, their logic, their conviction. Seeded with Lagos food and lifestyle micro-influencers.

3 Weeks

03

Conversion

Build It. Own It.

Meta Ads · Google · In-App

Performance creative carrying the platform into hard conversion. Carousel ads walk the build card-by-card, search captures high intent, and the dominos.ng build flow is skinned with campaign language so the UX feels like brand extension.

Ongoing

04 — The Deck

The full campaign,
start to finish.

Every phase, every execution, the copy bank, and the success metrics — assembled into a single presentation. The same document we'd walk a client through in the room.

📊

Your Pizza. Your Wahala.

PowerPoint · 10 slides · Campaign Brief

Download presentation ↓

Winning a market and owning its culture are not the same thing.

Creative across everytouchpoint.

Three phases. One platform.

The full campaign,start to finish.

Let's turn your product 🍕to media.

Creative across every
touchpoint.

The full campaign,
start to finish.

Let's turn your product 🍕
to media.