McDonald’s are one of the most recognizable brands in the world. They didn’t need to ‘advertise’ to 16-24 year olds. But they did need to change the perception they had of the brand. Young people had fallen out of love with McDonald’s – they weren’t a brand that was loved, talked about or had any real emotional meaning for this audience. So, what could they do to change their minds? How could they connect with an audience who demand so much more from brands to earn their attention? McDonald’s needed a radical new approach to stand any chance of meaning more to young people again.
Our strategy was to talk to them in a language and space they understood. Less like McDonald’s, more like them. Less like a brand, more like the people they look up to. McDonald’s have always believed in young people. Who better to help resolve this tension in their lives and give them the voice and platform to shine.
McDonalds created Channel Us, to bring young people together.
McDonald’s not only transformed the lives of those who got involved, but they also inspired a community who watched, commented and helped Channel Us succeed. There were 5.3 million views and 12,000 subscribers. But it wasn’t just the views, it was how engaged they were. Subscribers came back to watch week in, week out, viewing for an average of 3.5 minutes. Not bad for an audience who supposedly have tiny attention spans. It also had a huge impact on the attitudes of young people. Viewers saw McDonald’s as 6% more a ‘brand for me’, 8% ‘more trusted’ and 27% more ‘changing for the better. A massive 52% now believe there is ‘more to McDonald’s than just food and drink’.
Head of Strategy
Head of Talent and Production
Jessica Sinclair & Kelly Suckling
Maree Gecks & Emma Carter