Capturing The Signs Of Summer

Instagram gave us the opportunity to connect with a highly engaged community over summer in a way that felt natural and respectful of the creative platform. With customer insight at the heart of the campaign, we delivered product- and brand-messaging in a subtle yet engaging way. The results speak for themselves.

The iconic global brand used Instagram to capture and share the anticipation and fun of summer in order to connect with their target audience. McDonald’s successfully drove message association and brand favorability, at a time when competition

for consumer attention heats up.

Mark Wheeler, Director of Digital — McDonald’s ANZ  

47pt 4pt lift in ad recall lift in message

association

4pt lift in brand favorability

Delivering golden moments on mobile McDonald’s wanted to connect with people aged 18 and over and drive brand favorability. Since Aussies spend even more time on their mobiles during summer, Instagram provided an opportunity to target and emotionally connect with this audience on the go.

A history of happy meals McDonald’s, or “Macca’s,” as the brand is affectionately known Down Under, opened its first Australian restaurant in Sydney in 1971. Today there are 940+ McDonald's across the country that serve over one million Australians every day.

The less is more approach to branding In the two months leading up to summer, McDonald’s shared beautifully crafted lifestyle imagery that captured the spirit of the sun-soaked season. The collection included people sunbathing, paddling in the pool and playing beach cricket.

McDonald’s made a bold creative choice: They decided to limit product imagery for the Instagram campaign and instead featured a subtle use of their trademark red and yellow colors. This meant the sponsored posts seamlessly blended into people’s organic Instagram feed.

McDonald’s strategy of prioritizing subtle and well-crafted imagery paid off. By the time summer arrived, brand favorability had increased four points and there was a four-point lift in message association between McDonald’s and summer. Additionally, the two-phase campaign achieved a 47-point lift in ad recall – one of the highest Nielsen Brand Effect results seen to date globally.

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