Cannes Lions

I'm lovin' _______

COSSETTE, Montreal / MCDONALD'S CANADA / 2018

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Overview

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Overview

Description

There’s a lot of hate on social media, and it can get tedious. So this year for Valentine’s Day, McDonald’s decided to share some love using its iconic tagline. That’s how “I’m lovin’ it” became “I’m loving ____.”

The week before Valentine’s Day, users were invited to tag someone they love on McDonald’s Canada’s social media pages. McDonald’s then helped share that love by pushing those declarations to digital billboards and social media platforms across the country.

Canadians from coast to coast professed their love for a friend, significant other, family member, etc. It was a small and simple gesture that truly represented the essence of Valentine’s Day and demonstrated at the same time that love on social media can be engaging and shareable.

And now that’s a good reason for us all to say “I’m lovin’ it.”

Execution

A week before Valentine’s Day, a post was published on McDonald’s Canada’s social media pages encouraging people to participate:

? Facebook (paid)

? Instagram (organic and paid)

? Twitter (organic)

On Valentine’s Day, during a 24-hour period, digital billboards and Instagram Stories were created and updated twice an hour, each time with a new name collected from the various platforms.

Finally, the print execution was published on Valentine’s Day in one of Montreal’s major daily newspapers.

Outcome

The campaign generated positive feelings towards the brand and strong engagement across all platforms.

Organic Instagram posts were the top performers in terms of engagement with an engagement rate of 5.6%, a lift of 187% compared to our average. Facebook also performed well, with an engagement rate of 0.70%, a lift of 155% compared to our average.

The campaign reached its main goal of brand awareness with 182,273 billboards impressions and 13,267,359 social (mostly paid) impressions in three days.

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12 items

Chris P

COSSETTE, Toronto

Chris P

2023, MCDONALD'S CANADA

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