We used the volume of interactions including likes, comments, shares... from our audience on Instagram posts said lifestyle posts (McDonald's branded clothes or accessories) to know their desires and turn them into reality.

McDonald’s is a very special brand. It’s true everywhere in the world, but maybe even more in France: we’re talking about the country of the baguette and other strong culinary traditions. And yet, McDonald’s managed to become one of the 10 favorite brands of French people, serving 2 million meals each day (not bad, considering there are 67 million French people) and being chosen by 9 families out of 10.

But meanwhile, as we became the favorite brands of parents, we began to struggle with young people between 20 and 30, young Gen Y and old Gen Z. That was partly because of our numerous competitors, and partly because we invested a lot in RSE communications and less in pure fun campaigns.

We developed a new kind of social activation, the McDrops : the first McDonald’s clothing and accessories collection co-created with our fans.

But how do we do it?

Each month, we publish photomontages of McDonald's branded clothing or accessories and analyse their performance. Depending on the popularity of the publications and their interactions (number of likes & comments) we decide to turn their wishes into reality, by bringing out the most popular product in real life!

The McDrops story doesn't end there. As soon as the drop has been selected, we are launching a competition on our social platforms, for our fans to win it.

Transform our Instagram account into a test lab, to create the first fashion & accessories collection, co-created with our fans.

The strategy is to use the volume of interactions, such as likes and comments, to transform this data into real products, expected and hoped for by the brand's fans.

For the first time in Mcdonald’s history, we used social media data (likes and comments) not a an end, but as a mean to create new experiences that would generate more brand love.

All those operations were very successful, in terms of visibility and engagement but also in terms of brand love with a strong increase of this criteria during these contests.

For Buoy:

11,4K new followers

7M impressions

3,7M reach

111K interactions

+19 brand love points over the period

For Skate:

8,1K new followers

18,8M impressions

4,7M reach

67,5K interactions

+11 brand love points over the period

For Metaverse:

9,7K new followers

31,2M impressions

8M reach

221K interactions

+20 brand love points over the period

In the end, we realize that our brand image results on social media are well above the brand image overall results.