Macca’s Remixed

MY ROLE

  • Strategic Development

  • Creative Oversight

  • Team Leadership

  • Influencer Identification

  • Performance Tracking

  • Maybe just a tiny bit of community engagement

THE PROBLEM

In 2021, McDonald's (or Macca's, as it’s known to Aussies) celebrated 50 years down under. 

As part of their nation-wide birthday party, they wanted to connect with their existing superfans and re-engage with people who may have drifted away from the brand – all while turbo-charging brand love. 

Alongside the golden arches and Big Mac, Macca’s iconic jingle – ba da ba ba ba – is one of the most recognisable parts of the brand and an audio icon. So, the we knew we wanted to leverage this iconic sound and stand out on TikTok by connecting the community authentically and giving its audience the chance to play with the sound and ultimately its brand codes. 

With the community already playing organically with the brand on TikTok, Macca’s knew this was a natural fit for the platform. 

WHAT WE DID

In partnership with the team at TikTok, we helped McDonald’s do something that had never been done before by any brand on platform globally with this campaign; they asked six up and coming Aussie artists from a spread of musical genres to reinterpret the jingle with their own musical flares.  

Each creator brought their own special sauce to the brief: violinist @joelsvnny had cinematic drama, @h3rizonmusic showed off their acapella nous. Rapper @jaycee spat some bars, @mikaela_swan showcased incredible skills in drumming, @jhekhoos bought a laid-back acoustic spin and @djparislawrence created the remix to remix them all.  And by partnering with a diverse range of creators, Macca’s was able to show up in unexpected ways to many different communities. Those audio beds now live on the platform as a tool for Macca’s and every-day Aussies to celebrate the brand and continue to drive brand love. 

THE RESULTS

What started as a celebration of McDonald’s became a celebration of our community on TikTok.

We saw 21,000 original pieces of UGC from our community, the highest ever volume for a brand in Australia - generating over 9000 hours of video (and 26 million views). This lead to 4 times the social conversation of our nearest competitor, during the campaign period.

From a paid perspective, the campaign crushed it, with a 34.9% increase in ad recall, more than 10,000 comments, and 400,000 likes in our first paid burst. All creative alsoperformed well above the video view through rate benchmark at 10.28%, indicating high community interest. Total paid impressions hit an impressive 41.2 million.
Overall, the campaign drove $5.81 return for McDonald’s, and drove a brand lift of 3 - incredible scores for the brand.

AWARDS

  • AWARD Award Australia | 2 x Silver, 2 x Bronze

  • PRIA | Influencer Campaign | Gold