Digital Marketing Strategy : McDonald's

Erudite Indonesia

22 May 201802:01

Summary

TLDRMcDonald's Canada addresses public concerns about food quality and advertising discrepancies by launching a transparent campaign that engages directly with customer questions. In a viral video, the brand openly discusses why their food looks different in ads compared to reality, emphasizing the authenticity of their ingredients. This initiative, which answered over 20,000 questions, led to significant improvements in brand perception and trust, transforming how customers view McDonald's. By focusing on honesty and engagement, the company aims to foster pride among its patrons.

Takeaways

😀 McDonald's acknowledges both its positive and negative public perceptions.
🤔 The brand is actively listening to customer questions and concerns.
📊 McDonald's is addressing food quality and transparency in marketing.
📸 The appearance of food in advertising is different from what customers receive.
👩‍🍳 A McDonald's chef reveals how to make the iconic special sauce at home.
🎥 A national campaign has transformed customer attitudes towards McDonald's.
🌍 The campaign led to over 14 million video views and increased brand trust.
💬 The company has responded to more than 20,000 customer inquiries.
🥇 The initiative has resulted in improved food quality perception scores.
❤️ By being open and honest, McDonald's aims to foster pride among its customers.

Q & A

Why did McDonald's decide to address consumer questions directly?
-McDonald's wanted to stop talking and start listening, addressing consumer concerns about food quality and brand perception.
What specific question did Isabel M from Toronto ask?
-Isabel asked why McDonald's food looks different in advertising compared to what is served in stores.
What comparison did McDonald's make to address Isabel's question?
-They provided a direct comparison showing both an advertised burger and the one sold in stores.
What myth did McDonald's aim to dispel in their campaign?
-They aimed to dispel the myth that there is a company that produces food that always looks perfect and appealing.
What types of beef does McDonald's use in their products?
-McDonald's uses two types of beef: lean and fat, ensuring their burgers are made from real ingredients.
How many questions did McDonald's answer during this campaign?
-McDonald's answered more than 20,000 questions from consumers.
What impact did the campaign have on McDonald's brand perception?
-The campaign achieved dramatic gains in food quality perception and brand trust scores.
How many video views did the campaign earn?
-The campaign earned more than 14 million video views.
What was a significant outcome of McDonald's openness in this campaign?
-By being open and transparent, McDonald's transformed the way people feel about the brand worldwide.
What additional content did McDonald's share as part of the campaign?
-They included a recipe from the top chef at McDonald's on how to make their special sauce at home.