McDonald's

A Snapchat Strategy

Whether it’s happening on the pitch or off it, strategy is key when it comes to McDonald’s partnership with Ligue 1. Collaborating with its agency Starcom, McDonald’s France wanted to increase visibility of McDo+, its official app that allows users to order food, access services and earn loyalty points. To achieve the main goal, while also driving as many installs as possible at competitive prices, another player was needed. And that’s where Snapchat came in.

Playing to its Strengths

With both branding and performance goals in mind, McDonald’s opted for a full-funnel, multi-format approach targeting consumers aged between 18 and 65+. By combining Snap’s AR Lens with Snap Ads, the brand could tap into Snapchatters’ love of football through the Camera, while also driving reach through the ads.

McDonald’s used 7/0 optimization, which is a Snapchat Ads delivery and optimisation feature that focuses on acquiring users who click on an ad and convert within seven days. By also using a Max Bid strategy, McDonald’s could reduce discrepancies with Adjust and ensure delivery to users most likely to install the app, all while maintaining controlled costs.

Achieving Goals – On and Off the Pitch

The McDonald’s campaign was not only immersive and engaging, but a reminder of Snapchat’s power when it comes to brand and performance goals. McDonald’s reached 3.4 million unique Snapchatters through the Lens, with audiences spending an average of 18.7 seconds interacting with it. Furthermore, McDonald’s achieved €1,94 effective Cost Per Install in Adjust ¹. Result at the final whistle? McDonald’s partnership with Ligue was front and centre in Snapchatters’ mind, while the brand maximised mobile acquisition.