ROLE: CREATIVE + ART + DESIGN DIRECTION / COPY / CONTENT CREATION + PRODUCTION
MCDONALD’S SUMMER DESSERTS SOCIAL CAMPAIGN
Social campaign to launch of McDonald’s limited summer desserts offer, this is the first of Leo’s bespoke social campaign, fully ideated and self-produced by our very own Social Content Team that I have the pleasure to lead. With a tight budget and the use of very local talent, we developed the idea of Meet-ups getting a little sweeter and delivered content across paid, organic, and performance social streams and channels.
WORK:
As the creative team lead, I headed the ideation, scriptwriting, and art direction of initial concepts based on the quirks of a British summer and the often awkward small talk that follows.
Tapping into trends and social-first transitions, we developed a suite of content that pushed beyond the usual branded content approach. We eliminated the typical end frames, proving that McDonald’s understands the expectations of social audiences in the paid social space. The client feedback we received was tremendous, and we are set to focus on pushing the boundaries in all future projects.
DELIVERABLES:
Across owned and paid channels and platforms, including Meta, Snapchat, TikTok, and Google UAC, we approached all deliverables with a strategic focus on individual platforms and format features.
PAID
If you are Brit you know damn well there’s no escape from the excruciating heat-related small talk. This campaign idea works around sweet meet-ups and summer fuelled conversations, with the refreshing dessert as the centrepiece of it all.
Due to 6 sec limit on all assets with media spend behind them, we wanted to find a way to use the format to the fullest and in a social first way (of course). We managed to do so without any supers or end frames, using likeness of the native elements instead.
ORGANIC
Suite of assets inspired by the trending social transitions; we even managed to break the social media fourth wall, AND may have found our calling as actors while doing so!
PERFORMANCE
For McDonald’s, Performance Marketing is set up to drive installs of the McDonald’s App, with a clear measure of success. Each month, we run several performance campaigns with different messaging angles and MyMcDonald’s Rewards incentives. Often, we are building on and elevating the existing campaign key visuals. We often push for additional live-action shoot and challenge the traditional approach to the assets.
With this second push of Summer Desserts assets, incorporating social-first narrative and a seamless loop, we came up with a concept challenging everything we did to date; without additional branding or end frames. This creates new opportunities to test content performance and keep innovating the way we do things. Watch this space!