Mc Donald’s Social

I oversaw a team responsible for McDonald's always on social media pages, during which time they achieved their highest ever engagement rates and I developed an unhealthy obsession with memes.

As well as the business-as-usual organic, reactive and calendar specific posts, there were films and live streams with online influencers, celebrities and musicians on summer activations to help McDonald's connect and engage with the notoriously difficult to impress 16-24 demographic.

Here's some of the highlights, including one of my favourites: a piece of work turned around in an incredibly tight timeframe to help celebrate Gay Pride. It proved to be so successful we moved quickly and took it from a social post to a strategic digital OOH campaign that was shown at Pride march routes across the UK.

Of of the most successful social posts, a simple optical illusion about McNuggets went international with news agencies around the world writing online about it: appearing in the LA times to the Times of India...as well as for reasons we're still not entirely sure of, Cosmopolitan and Teen Vogue.

Original organic reach: 390k.

Target Organic: 1 Million.

ACTUAL ORGANIC REACH: 4.7 MILLION.

Awards:

Drum Content Awards: Best use of Content on a Social Platform

Drum Social Buzz Awards: Best Use of Social