The Success Story of McDonald's on Instagram
The world's favourite burger
McDonald's needs no introduction. The American restaurant chain is known worldwide for satisfying customers' hunger with classics including chicken nuggets, cheeseburgers and the iconic Big Mac.
Instagram was the best channel to reach our millennial audience with our diverse offer in their native environment. Through relevant creative, we built recall and credibility for our brand. It will be difficult to imagine reaching this audience without Instagram in the future.
TOMASZ LESZKO, CHIEF MARKING OFFICER, MCDONALD'S POLSKA
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THE GOAL
Getting into millennials' heads (and stomachs)
McDonald's wanted to raise awareness in Poland for its "I crave a Mac" campaign and place itself front of mind in a millennial audience looking to satisfy their hunger.
THE SOLUTION
Mouthwatering imagery, staggering results
Working on the simple-but-fun premise that when you're hungry, you see food everywhere, McDonald's worked with Facebook's Creative Shop, DDB & tribal and OMD on a series of clever, fun and engaging adverts.
Over 50 executions were created, with the six best being used in the final campaign, which paired a mouthwatering McDonald's menu item with an everyday object. McDonald's took a brave step by discarding any traditional branding on the images, and instead relied on the iconic nature of its products and a strong creative idea. And it worked.
The campaign saw a 57-point (814%) uplift in advertising recall in the subsequent Nielsen Brand Effect study. This is the highest-measured result of any campaign to date on Instagram. There was also an 11-point lift in campaign awareness.
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