PROBLEM

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.

OBJECTIVE

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.

SOLUTION

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.

RESULTS

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

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