THE CHALLENGE

Raise awareness, drive consideration, and increase foot store traffic into McDonald’s restaurants.

THE SOLUTION

Linqia activated 20 African-American Influencers between the ages of 18–35 over a four-week period. Influencers took to social to share one long form blog post, as well as multiple posts to Facebook, Instagram and Twitter. The goal was to raise awareness and consideration for McDonald’s Trick.Treat.Win! The promotion ran from October 5–October 31.

Based on extensive testing, Linqia then selected the top-performing pieces of organic content and amplified across social and display. Featured ads continued to drive awareness and engagements for McDonald’s. Linqia also conducted a location-based study to determine any on-premise lift based on audiences exposed to the influencer ad. They did this in partnership with Placed, a location analytics platform that allowed them to record if people who had been exposed to an influencer post were then able to visit a McDonald’s restaurant.

“The reason we work with influencers is we like having other people talk about us. If we take that same message and put that on our channels, it falls on deaf ears. It’s much more successful for us to take a part of our budget for the campaign and make sure we have paid social support for the influencer content; if we whitelist the influencer content, it does far better than us reposting it.” – Joe Piaskowy, Social Engagement Manager at McDonald’s

THE RESULTS

  • 540k incremental visits to McDonald’s
  • +23% incremental lift in store traffic
  • 82.4K engagements
  • 98% positive sentiment