Twilio Unveils New Billboard Marketing Approach

February 15, 2023
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twilio new billboard

After seven solid years, Twilio has updated the messaging on its billboard located off of the US 101 freeway heading north toward San Francisco, California. The new billboard poses a simple, yet challenging question: “How can I reduce acquisition costs by 65%?”

We know what you’re thinking: why would anyone ask such a specific question in the first place? Well, because Twilio found the answer, and we have the proof to back it up.

As economic headwinds impact businesses everywhere, budgets continue to be scrutinized. Organizations must focus on what truly moves the needle, that’s why driving efficient customer acquisition and maximizing customer lifetime value are now key focal points for teams working to drive an impactful digital customer engagement strategy.

Here’s how Domino’s Pizza, the largest pizza company in the world based on retail sales and the inspiration behind our new billboard state, successfully made this pivot with Twilio.

Domino’s decreases cost per acquisition by 65% and increases revenue with Twilio Segment

For Domino’s Mexico, customer interactions span dozens of digital touch points. To keep up with an expanding digital footprint and an increasingly online customer, Domino’s needed to build more engagement across its digital platforms. However, customer data became siloed across teams, and the marketing team was unable to personalize campaigns based on customers’ behavior, resulting in poor customer experiences that impacted lifetime value.

Using Twilio Segment, Domino’s created a universal view of the customer and better visibility of ad campaign effectiveness. By building a more efficient and reliable marketing engine, Domino’s decreased customer acquisition costs by up to 65% while simultaneously increasing customer loyalty.

twilio billboard stat

Domino’s increases return on ad spend (ROAS) by 700% with Twilio Engage

And with Twilio Segment’s Structured Query Language (SQL) traits informing Domino’s ad campaigns, they were able to drive more revenue. Facebook campaign results saw a 23% incremental increase on conversions for customer acquisition, and a 16% incremental increase on conversions for customer retention.

Domino’s also created hyper personalized audiences with Twilio Engage to increase return on ad spend (ROAS) by 700%, as well as revenue and incremental orders across all paid and owned e-commerce channels.

Charting a new course for digital customer engagement

The best customer engagement solutions help brands build a clear profile of each customer, one that informs every interaction across an organization, from sales and marketing to customer support and services. It also provides the tools, global reach, and adaptability to help businesses create trusted, long-term customer relationships.

We’re entering an exciting new era of business with Twilio as the customer engagement platform that empowers businesses with extensive customer expertise and precise engagement tools. With Twilio, you can create the exact solution you need to engage customers at every step of their journey. Learn more about how Twilio’s Customer Engagement Platform combines flexible APIs for any digital channel, first-party customer data, and global infrastructure to support you at scale.