McDonald’s UK
Project: Brand repositioning
Client: McDonald’s UK&I
Role: Creator campaign execution, organic social strategy
At the time, McDonald’s wanted to reposition the brand in the UK and challenge the negative connotations of ‘McJobs’ and the disinformation about its supply chain. 16-20 years olds were a target audience for McDonald’s as they wanted to increase youth recruitment.
Over a two-year period, I led on all creator partnerships as the main medium for reaching the younger generation of consumers. The compounded effect of this programme of partnerships made a tangible impact on the business in the UK.
Whilst there was over 20 creator partnerships and video content delivered at the time of execution, these have since been archived on each of the creator’s pages as their channels have evolved into new directions. Therefore, here’s two which are still available to view.
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Achieved a 15% increase in 18-21yo recruitment rates across England over a two-year period
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Garnered 10m+ combined video views for a creator partnership campaign, across 5 creators and 6 YouTube videos
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Earned a 15% increase in positive brand sentiment, as measured by McDonald’s internal CRM metrics