McDonald's: Dorado

McDonald's, a fast food chain, launched a campaign in the US to change consumer behavior, increase brand consideration and drive downloads of the McDonald's app.


In 2019, McDonald's was becoming irrelevant among young Hispanics (the largest minority consumer segment in the US). So, we set out to change consumer behavior by getting Hispanic youth to talk about the brand and driving them to our restaurants.

We aimed to increase brand consideration by connecting with this young audience through a collaboration with Reggaeton sensation, J Balvin that launched during the Latin Grammys and sought to increase social engagement with McDonald's Latin Grammys content versus prior year (2019 Latin Grammys benchmark: 558,665 impressions).

We also wanted to drive downloads of the McDonald's app which would 1)...

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