B: 1. Social: Community activation
How people fell in digital love with McDonald’s
How to make brand content into something people genuinely love? Just change your strategy from "brand-to-fan" to "fan-to-fan", take proven formats and connect them to products in a way that fans love – as they would do it themselves. Using the new strategy, in a single year we revived seemingly dead organic reach, lifted engagement by hundreds of percent and boosted paid advertising performance and the target audience's relationship with McD by 10pp year-on-year (TG: 16-34).
| Entrant: | Follow Bubble s.r.o. |
|---|---|
| Agency: | Follow Bubble s.r.o. |
| Advertiser: | McDonald's |
| Brand: | McDonald's |
| Creative director | Martin Pistulka |
| Creative Lead | Tomáš Furák |
| Design Lead | Helena Břínková Fehrerová |
| Copywriter | Anna Kruchňová |
| Copywriter | Jan Nosek |
| Designer | Tereza Kýhosová |
| Account Manager | Radka Vincenc |
| Director of Photography | Silvia Kolesárová |
| Editor | Jonáš Eder |
| Producer | Filip Bartoš |