Challenge
Against the undercurrent of social restrictions in Malaysia, McDonald’s wanted to boost meaningful engagement among the mass Malaysian audiences during the festive period, especially Muslims to lift the value of gratitude by devising a mini web series. McDonald needed to drive higher traffic and increase consumptions of its mini web series as a means to elevate engagement, while ultimately grow sentiments for consideration and preference to purchase.
Solution
McDonald’s partnered with Astro, who is a close companion of 74% of Malaysian households, leveraging on Astro’s transmedia ecosystem to devise a full-force amplification campaign beyond web and a collaboration with McDelivery Berbakti was formed to extend love to the community.
How did we do it?
- Create hype & awareness riding on Astro’s Group Marketing for wider & high frequency free publicity
- Built anticipation through Astro’s highly rated TV & Digital assets with content integrations, extensions such as talkshow and social media postings to drive more views.
- Activated the McDelivery Berbakti initiative together by leveraging on Astro ambassador for Raya promotional campaign to strengthen the impact with strong follower base of Astro ambassador. This included superstar Alif Satar who together with the riders had delivered meals to 1,000 families.
Results
- Garnered over 8.7 mil digital views in total +255% against 2019.
- Strong social engagement rate above industry benchmark, as high as
- 25.13% for Facebook (benchmark 0.09%)
- 8.17% for IG post (benchmark 1.2%)
- 5.34% for IG story (benchmark 1.2%)
- 150 organic participants in the first ever clubhouse.
- McDonald’s Malaysia Foldover, the Ramadan key product was sold out in just 3 weeks.
This is a testament of how good content can travel further and make a bigger impact when strategically distributed via a transmedia ecosystem with the right content marketing.