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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

McDonalds

McDonald’s Achieved a 28% Increase in Engagement for Their Diversity Initiative

“I was extremely impressed by all of the submissions. That my work could act as inspiration for these artists to capture the beauty and diversity of McDonald's customers within their own communities is exactly what this campaign is about. Thank you to all of the photographers who took the time and effort to share their point of view with us.” – Mark Seliger

28%

Increase in Engagement

175,774

Engagement

1,175,359

Impressions
Client
McDonalds
Location
Los Angeles, United States
Industry
Quick Service Restaurants
Yearly revenue
5,9 bln
Client
McDonalds
Location
Los Angeles, United States
Industry
Quick Service Restaurants
Yearly revenue
5,9 bln
Social networks activated for this campaign

Background

McDonald's is one of the most diverse brands in the country, if not the world. They are known for championing life's feel-good moments. So what better way to show the country just how much we all have in common than through a snapshot of America — a glimpse into the 26 million people that visit their restaurants every single day.

Strategy

In partnership with Talenthouse, we launched the In Common program to showcase the vast diversity that can only be found in McDonald’s restaurants. World-renowned photographer Mark Seliger alongside 11 US photography influencers from a broad range of backgrounds submitted their own series of portraits showcasing how special McDonald’s memories, traditions, and experiences have impacted a diverse set of consumers.

Offer Distribution

User clicks on content with a CTA to save the offer

Landing page offer

Users can add the offer to their mobile wallet

Offer on device

Direct-to-consumer communication & conversion tracking is enabled

Push notifications

User gets notifications in real time

I was extremely impressed by all of the submissions. That my work could act as inspiration for these artists to capture the beauty and diversity of McDonald's customers within their own communities is exactly what this campaign is about. Thank you to all of the photographers who took the time and effort to share their point of view with us.

Mark Seliger
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11
Influencers
1,175,359
Impressions
960,115
Reach
175,774
Engagements
365,000
ROI

The experience of championing diverse experiences at McDonald’s would have been enough for us, but we were thrilled to drive nearly 1.2 million verified impressions with an average engagement rate of 4.66% – 28% higher than our benchmark.

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