Over the course of 2 years, we were appointed as the social/digital content partner of McDonald’s Australia to cover Always-On Social BAU Content (Food, People + Community) & Tactical Campaign content.  We worked in collaboration with McDonald’s Media & Social Team at OMD & OMD Word.

Always On Social BAU Content

The objective here were to:

• Develop a content workflow which would significantly improve the quality, volume and process to delivering audience-first social content that would…
• Drive Brand Love, measured via a shift in positive sentiment
• Drive overall engagement with the 1 million+ community across facebook + instagram

Results

• Cost per asset decreased by 75%
• Avg. post engagement increased, from 0.11% to 0.35%.
• Positive post sentiment increased by 32%