McDonald's - Always-On Lifecycle Programme

What was the brief?

When the market went short term, we went long. We aimed to grow long term customer value, while helping our customers get more from McDonald’s. Our predictive models showed that helping fans save money would increase their value and build their affinity even further.

What was the strategy?

We combined the power of the McDonald’s brand with complex personalisation and engaging customer experiences, to create a fully-automated, multi-channel lifecycle programme. An email programme so technically ambitious, it pushed Braze beyond what it was expected to do.

What was the campaign solution?

The McDonald’s loyalty programme is the cornerstone of its value offering. So, we used eye-catching visuals, craveable food shots, and playful copy, set alongside never-been-done before email interactivity, to encourage and inspire fans to get the most value possible.

What were the results?

A 32:1 ROI is just the start – as an always-on journey, the incremental revenue will only increase. So far, the programme has boosted the win-back rate of lapsed customers by three times the original target, and doubled the volume of frequent, loyal customers regularly using the app

Read the full case study here - https://armadillocrm.com/case-study/always-on-lifecycle-programme/