McDonald's - App Anniversary Programme
What was the brief?
Create a programme to surprise & delight our customers, celebrate their first year of being part of the family on the My McDonald’s app, and show an engaged audience what they already mean to us – all while encouraging them to try more of the menu with incremental visits and spend.
What was the strategy?
We love our customers – and they love us. We wanted to build affinity further by leveraging our rich transactional data to show them just where they fit in the McDonald’s family, celebrate their custom, and inspire them to hang out with us more and try new things.
What was the campaign solution?
We created a celebration of each customer's individual relationship with McDonald’s. Playful storytelling turns data into a picture of their own unique McDonald’s story and encourages exploration of how that compares to other customers. Designed to recognise and reward, this bright, graphic thank-you note stands out in a busy inbox.
What were the results?
This targeted customer celebration had a big impact. Compared to control, targeted customers have shown:
- A 14% increase in order frequency in the two weeks from receipt of the campaign
- 8% more cross-sell to other menu areas
- 10% increase in customer value over the next three months.
