@jesusacevedox43 #Ad Comadres it’s Taurus szn and I’m taking self-care to the next level with @mcdonalds Cold Brew, now available at select SoCal locations for a limited time!!!! Order in store or on the app while you can!!! #SoCalMcDonaldsPartner
♬ original sound – jesusacevedox
MCDONALDS OF SOUTHERN CALIFORNIA
Everyone Needs a Cold Brew
The Challenge
Drive awareness to SoCal residents and influence them to try McDonald’s McCafe Cold Brew, supporting its expansion into McDonald’s on a national scale. SoCal was one of the first regions to receive Cold Brew In McDonald’s stores, so the goal was to encourage as many people as possible to try Cold Brew for McDonalds to get an Initial read on market response.
3.8M
Impressions in SoCal
$12.68
CPM
10.4%
Instagram Reel Engagement Rate
The solution
Mcdonald’s of SoCal requested a multicultural, southern-California based audience. We tapped influencers in Orange County, Los Angeles, San Diego and the Inland Empire who were tastemakers and leaders in the Hispanic, Asian and Black communities. The digital influencers were micro to macro In size and spanned themes of comedy, fashion/street style, business owners and moms to create social conversation that increase popularity of the product and therefore, showing that anyone and everyone needs a Cold Brew pick-me-up. To further guarantee we geotargeted the right audience, we implemented paid media that served ads to hyperlocal communities within Southern California.
R&CPMK briefed Influencers In a unique “Choose Your Own Adventure” style, where we gave them three different creative themes to choose from and make their own. Themes Included “Spring’s Hottest Accessory, “Taurus Szn/Treat Yourself,” and “A New Kind of Happy Hour.”
R&CPMK briefed Influencers In a unique “Choose Your Own Adventure” style, where we gave them three different creative themes to choose from and make their own. Themes Included “Spring’s Hottest Accessory, “Taurus Szn/Treat Yourself,” and “A New Kind of Happy Hour.”
The impact
By proposing different creative avenues for the Influencers, this ensured they would create content that feels relevant and specific to their audience, while also finding a fun way to weave In key McDonald’s messaging. Each content creator tapped into their unique storytelling, making the connection with their audience extremely authentic and resulting in 100% positive sentiment across all content.