Case Study: McDonald's achieves 1.17M+ impressions and 171% over forecast in brand awareness with The Cirqle

An influencer program to recall ‘In Common’ memories at McDonald’s and to show the vast diversity that can only be found in their restaurants

McDonald's enlisted The Cirqle to run the "In Common" influencer program to surface personal McDonald’s memories and showcase the diversity found in its restaurants. Using The Cirqle’s influencer platform and robust data & analytics dashboard, McDonald's aimed to boost brand awareness through a social media campaign in November 2018 that partnered with professional photographers and creators.

The Cirqle curated 11 creators who produced 23 Instagram posts, resulting in 1,175,359 total impressions, 171,353 likes/shares/comments and a 4.41% average engagement rate (vs. a 3.53% benchmark), delivering 171% above forecast. The Cirqle’s selection and measurement approach also produced standout posts (top post: 252.8K impressions; others saw 13–17% engagement), generated enduring creative assets and provided insights to inform McDonald’s future marketing.

McDonald's