Our challenge was to make the global fast food giant more personally relevant and more local. As one of the largest employers in Sweden, McDonald's is a reflection of the modern Sweden. At Donken, diversity and integration are not just words, it's a reality. After autumn 2015 when Sweden received 165 000 refugees in 3 months (vs 65 000/year in avg.) there has been a fierce political debate about integration and how to employ the young and often uneducated refugees.

At the same time there is a debate around the loss of the key educational role that the mandatory military service played. Getting your first job at Donken actually fills that void. We concluded a survey, copied from the military, showed that employees at McDonald's scored higher (vs military service) answering questions around self-discipline, working together, leading other people, and being led by other people.

In stage 1 we targeted stakeholders and used debate articles and seminars to start the debate stating the McDonald´s point of view. We used SEO/SEM optimization to gather the debate at the McDonald's forum/website. The attention from the public was huge, resulting in free publicity reaching over half of Sweden´s population. McDonald´s was even invited to the Swedish government to learn out the McDonald´s way of working to top politicians.

In Stage 2 we launched a massive campaign in TV, Online video, Cinema, OOH, DOOH, Print & Digital showcasing McDonald's role in Society by linking it to the former Military Service. We engaged handpicked influencers and gave them temporary jobs at McDonald´s asking them to record and share the skills they learnt.

Stage 3 was all about proof of content and to showcase the skills you learn by doing Donken. We used TV, Online video, DOOH and Digital.

By using our existing segmentation implemented into our DMP we were able to pinpoint politicians, industry stakeholders, employees, current and potential guests as well as potential Donken recruits throughout the different stages. Our campaign was amplified in traditional media channels like TV, Cinema, Print & OOH to give it the scale and buzz it would need to capture the hearts of Swedes.

This also led us to beating all media benchmarks and KPIs. For example, the video ad from Do Donken was the best performing video ad on YouTube in Sweden in all of 2017.

We increased the KPI Good Employer with 29% beating target with 93%

We increased the KPI Ethical and Responsible Company with 33% (120% over target)

And yes...it led to increased brand preference with 27% beating our target with 170%

And more importantly, McDonald´s sales results in Sweden 2017 was the highest ever.