DRUM OMG

Client: McDonald's UK&I
Product: Milkshakes
Title: April Fool's
Media: Social AV
Country: United Kingdom and Ireland
Date Of Campaign: 01.04.19

Background: As McDonald’s UK’s retained social agency, we create content relevant to the lives of McDonald’s fans by tapping into key brand and audience truths. Running an ‘always on’ production stream to supplement campaign ad work means creating engaging, thumb-stopping posts on a weekly basis, using our expert knowledge of the millennial/Gen Z online behaviour to ensure McDonald’s content resonates. We worked with McDonald’s to revamp their approach to social in 2017, moving content away from corporate messaging and product-focused posts. Whether it’s a love/hate relationship with gherkins, fondness for the lukewarm chips at the bottom of the bag, or contentious issue around milkshake dipping etiquette, every post now exemplifies the brand line, Making delicious feel-good moments easy for everyone.

Idea: With a brand positioning of delicious feel-good moments, April Fool’s Day has become an annual opportunity for us to playfully trick our audience with social content that has everyone guessing. In 2019, we upped the ante by tapping into a divisive audience and brand truth.We ‘introduced’ a new Milkshake sauce pot range for all the fry dipping fanatics out there in social video content. Using the popular explainer video format to drive believability we showcased the vanilla, chocolate, strawberry and banana Milkshake pots, indicating they were available in store and ready for dipping.The video incorporated high-quality slow-mo product shots, models in-situ with the product, and explainer shots comparing the product to one or more respectively flavoured Milkshakes to truly hit home the April Fools gag.We also showcased the range in DOOH sites across the UK in proximity restaurants to amplify the rouse on social.And, as is traditional, at 12pm we revealed in a 2nd spot that it was in fact an April fool after all!

Results: Engagement Rate 21.71% based on paid aloneOver 2m post clicks447,525 Reactions, comments & shares Reach9,156,522 Organic Reach vs 2,013,980 Paid ReachOrganic Reach as a % of Total Reach was 89.23%Our highest Organic % Reach (as a % of paid) of 454.65%. Ad Recall Rate10.92%Earned MediaThe campaign was showcased as best-in-class on the day across local and global industry and media owner sites including The Sun and NY Post, as well as being shared by audience loved celebrity McDonald’s fans across social. And we had a call out on Global’s station Radio X.Competitor Facebook AnalyticsIn the past years’ worth of posts from McDonald’s, Dominos, KFC, Burger King & Pizza Hut our April Fools post was the best performing based on Interactions