Faced with the challenge of launching a new breakfast product that had low awareness in an existing market, McDonald’s had to find a way to stand out in the highly competitive breakfast space.
McDonald’s wanted to gain a better understanding of their audience personas within the U.S. market, and how those differed within various key geographic markets in order to inform localized campaign executions to drive sales.
Using social data and historical customer insights, People Pattern’s data-driven persona model validating existing personas and identified a new “Driven Professional” persona that spanned across the existing McDonald’s segments. This persona was targeted by McDonald’s in a localized product launch campaign with tailored content messaging and offers based on
their interests and behaviors.
Using a Promoted Tweets strategy on Twitter, McDonald’s localized
campaign in Detroit, MI resulted in the following numbers:
11.5% Average engagement rate
11% Average click-through rate
88% Targeted tailored audience hit