ROLE: CONTENT CREATION / CREATIVE & DESIGN DIRECTION

AN OPTIMISED CREATIVE APPROACH FOR MACCIES PERFORMANCE MARKETING

For McDonald’s, Performance Marketing is set up to drive installs of the McDonald’s App, having a clear measure of success. Each month, we run several performance campaigns with various messaging around new product releases, special offers or MyMcDonald’s incentives.

With our creative ambition to challenge traditional Performance marketing approach and to stand out among other advertisers, we developed new creative strategy with bespoke approach to each deliverable and true social platform specific expertise at it’s core.

WORK:

Starting in Q4 2023, one of my first projects when joining Leo Burnett consisted of optimising the way we approached Performance marketing and McD’s Rewards programme activities. This required a step change across the board.

We started building a dedicated Performance team harnessing best in class knowledge, developed platform specific creative guidelines and continue to run test sprints in collaboration with our media agency and platform partners to identify key opportunities for optimisation to fulfil the Performance Marketing plan both creatively and in terms of media efficiency.

We completely revamped and optimised approach to producing Performance Marketing assets.
A more bespoke approach does mean a higher volume of assets are required.