ABOUT

Brief:
McDonald's Taiwan wanted to launch a branding campaign to reinforce awareness of McDonald's brand values: a place to connect with family and enjoy a good meal. The client wanted to remind its customers of all the feel-good moments they had in one of their restaurants.

Background & Idea:
Lately public discussion in Taiwan is often about new societal phenomena like single-parenthood and the challenges that come with it. We saw this as a great opportunity for McDonald's to join the conversation and show our inclusive values that our restaurants are a space for everyone to connect.
We choose a single-parent father story with a slightly sensitive topic of the first period. The video was placed on YouTube on May 5th, mother’s day to join a conversation about single-parent fathers also receiving praise on mother’s day. We developed this "Feel-good moments" theme to showcase the memorable moments of loved ones connecting over a good meal.

Results:
The video instantly went viral, hitting 4 million views on social media in the first 2 days and dominated the discussion on social media. The social buzz turned into business success with 8% sales increase in the campaign month. Following the campaign brand preference increased by 12% as our research showed. (McDonald’s internal data)