Categories Name : Enabling Technologies

Sub-Category : AI & Machine Learning

Entry Name (Campaign) : McBuzz: How McDonald’s got 25K NEW Online Orders

Results

McDonald's is a brand with goodwill and brand loyalty in the market, but as with all fast food delivery brands at present, the ever-increasing number of online food delivery platforms and the convenience of ordering through aggregator apps makes it a challenge for McDonald’s to secure a substantial number of direct new orders. Where nothing else worked satisfactorily, the influencer marketing campaign executed for the brand by the platform with the help of ML and deep analytics delivered results. The campaign is scalable and delivered on a CPA basis, so that the brand only pays for the results achieved. - Acquired 25,000 new orders to boost new customer acquisition. - An effective, scalable performance marketing campaign executed with 2521 micro-influencers chosen using analytics on the platform. - 4255 publications. - Online audience reach of 46.88 Mn and 56.12 Mn views showcases the extensive exposure generated through influencer collaborations and targeted marketing efforts. - Close monitoring of key performance metrics such as reach, engagement, and conversion rates helped to identify areas for improvement and make data-driven optimizations to enhance the campaign's effectiveness. - Data analysis and ML revealed social media platforms that brought the best results, geos that responded and engaged with the content, the content format that created the best impact, and even which creatives piqued the audience’s interest to bring the most conversions. - Robust tracking and measurement strategies evaluated the effectiveness of influencer collaborations to optimize future campaigns. This solved two major challenges that the brand was facing - that of measuring the exact ROI of the influencer marketing campaign and of tracking the source of orders accurately down to the last mile. - Once the campaign started its winning streak, Machine Learning and Analytics helped identify lookalike influencers who had a similar profile to the best converting influencers in terms of geo, content, blog topic, segment, gender and age segmentations and other such important factors. These influencers were then added to the campaign with zero down time and no impact on the pace of the campaign, thereby maintaining the winning streak. - The platform’s advanced tech stack implemented a robust monitoring system to track the performance of influencer collaborations in real-time, completely eliminating guesswork. - Our selection and moderation process approved 7,000 of the best influencers out of a pool of 51,000+ applications, ensuring quality collaborations with influential content creators. - The campaign's full-funnel approach, from awareness to conversions, highlighted the comprehensive and strategic utilization of influencer marketing to achieve multiple objectives. -The success of the campaign demonstrated the power of leveraging ML in influencer marketing campaigns to create brand awareness, drive conversions, and strengthen brand image.