ABOUT

McDonald’s strives to be the best loved UK restaurant company, however it faces a big challenge amongst its consumers, it is not seen as genuine & its social media platforms have become a place to customers to vent their frustrations. It is constantly working to increase affinity amongst it audience & social media plays a big role in that is by increasing positive participation with their consumers through creating relatable, honest & shareable content.
By reviewing their comms strategy on social we devised a series of formats & social posts where audience spend their time, publish engaging content that can be shared by audience, enable 2 way conversation, make digital advertising work harder, add value to audience social feed – fun, shareable, relatable and honest posts i.e. only shoot real food in images. To help McDonald’s create positive interactions with their fans through social we reviewed their channels to devise brand TOV, art direction, look & feel, formats to provide consistency across their ‘always on’ posts. As the content is focused on product we make sure that the content is still social first … talk the audience language, use data & audience insight for creative execution, create formats & art direction for product shots such as ‘lifestyle’ shoots to make sure product is real & in realistic setting so audience can relate, use real product such as festive range shoot, reactive & trend based content to be relevant to online conversation, tap into cultural days / moments such as World Emoji Day or TFL Night Tube Launch. Results have been strong; increased av/ engagement per post from 0.5 – 1% to 3%, delivered McDonald’s most engaging post ever! Equal amounts of paid & organic reach, posts for Night Tube & World Emoji day were covered in Mashable, Campaign & The Drum, milkshake reactions post became viral piece – being picked up by Ladbible & Daily Mail among others.