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).