How CollabX Turned Micro-Influencers into 320K+ Direct Orders for Domino’s India
India’s food delivery market is complex, overwhelming, and highly competitive. It takes more than vanity metrics to crack it and achieve success. Collabx achieved exactly that! Let’s talk about how, using a cost-per-order approach, CollabX enabled the brand to drive direct app orders at scale while maintaining complete performance transparency.
The Challenge
Domino’s India faced intense competition from aggregator discounts, making direct app orders less profitable. After four years of efforts, the brand was still looking for ways to boost direct orders and engage Gen Z while accurately tracking influencer performance.
The Strategy
Domino’s leveraged micro-influencers across food, lifestyle, gaming, and other cohorts, with CollabX powering influencer discovery, campaign management, and performance tracking. Key strategic elements included:
- CPA-based Performance: Unique promo codes allowed precise tracking of each influencer’s contribution to orders.
- Content Optimization: Viral hooks such as “5 items at ₹200” encouraged sharing. Vernacular language content resonated with regional audiences.
- Gamified Participation: Contests like the “Bali Trip” boosted participation by 30% and drove a 50% increase in direct response rate (DRR).
Using CollabX’s AI-powered platform, Domino’s tracked influencer performance, optimized content, and monitored audience engagement across 10,000+ posts, reaching 90M+ users with 10% engagement. Geo-targeting and personalized DMs further boosted conversions while enabling continuous campaign optimization.
Example of the viral reel on CPA model https://www.instagram.com/reel/DQ9g5GIgaAv/
The Results
The campaign achieved significant impact over eight months:
- Influencers increased from 226 to 656 active participants.
- Top 25 influencers drove 80% of orders.
- 30,490 influencers contributed indirectly to campaigns.
- Total campaign outputs included 24,700 posts, 2,070 clicks, and 240 conversions in sampled periods.
- Budget spent: ₹2.45M.
- New direct orders grew steadily month over month.
Arif Ehsan, AVP of Digital Marketing, highlighted the campaign’s innovation, noting its measurable impact on driving direct orders and strengthening the brand’s Gen Z presence.
Key Takeaways
- CPA Metrics Drive Actionable Insights: Measuring influencer success by orders rather than engagement ensures ROI-focused campaigns.
- Micro-Influencers Can Move Markets: Strategic selection and segmentation amplify results.
- Gamification Boosts Participation: Contests and rewards increase influencer engagement and campaign virality.
- AI Enhances Optimization: Leveraging data for audience targeting, content optimization, and influencer selection maximizes results.
This campaign demonstrates how Domino’s India successfully integrated influencer marketing, AI tools, and CPA-driven strategies to achieve substantial growth in direct app orders while building stronger brand engagement with Gen Z audiences.