Mcdonald’s of SoCal requested a multicultural, southern-California based audience. We tapped influencers in Orange County, Los Angeles, San Diego and the Inland Empire who were tastemakers and leaders in the Hispanic, Asian and Black communities. The digital influencers were micro to macro In size and spanned themes of comedy, fashion/street style, business owners and moms to create social conversation that increase popularity of the product and therefore, showing that anyone and everyone needs a Cold Brew pick-me-up. To further guarantee we geotargeted the right audience, we implemented paid media that served ads to hyperlocal communities within Southern California.
R&CPMK briefed Influencers In a unique “Choose Your Own Adventure” style, where we gave them three different creative themes to choose from and make their own. Themes Included “Spring’s Hottest Accessory, “Taurus Szn/Treat Yourself,” and “A New Kind of Happy Hour.”
By proposing different creative avenues for the Influencers, this ensured they would create content that feels relevant and specific to their audience, while also finding a fun way to weave In key McDonald’s messaging. Each content creator tapped into their unique storytelling, making the connection with their audience extremely authentic and resulting in 100% positive sentiment across all content.
