Goals and objectives
McDonald’s wanted to promote the McDonald’s app and their great advent offers during December - but not like a usual tactical campaign measured on app downloads and coupon redemption. This year they wanted to take a new approach and focus on creating engaging content that stands out in a creative and credible way. A campaign centered around content that provides value not only for McDonald’s but also for the target audience of young Danes. Therefore, the main goal was to drive user engagement/activation, reach a high number of people within the target group and hereby become top of mind.
To achieve this goal in the best way possible, McDonald’s teamed up with Anders Hemmingsen - a well known Danish influencer who has one of the most followed Instagram accounts in Denmark with over 1.200.000 followers.