Case Study: McDonald’s achieves major brand lift and lower media costs with Facebook

McDonald’s - Customer Case Study

McDonald’s Poland launched the Grand Big Mac in late 2015 and needed to drive strong product awareness and in‑store sales for the new, larger burger. The challenge was to build buzz and purchase intent quickly across a broad audience in a cost‑efficient way.

McDonald’s ran an integrated campaign combining TV with Facebook video and carousel ads, using reach & frequency controls and ad sequencing plus eye‑catching 3D‑style creative to move people from awareness to purchase. The campaign delivered a 19‑point lift in ad recall and a 13‑point rise in brand awareness, while cutting media costs substantially (53% lower cost per GRP vs TV and 81% lower vs other online channels), and overall lowering cost per reach versus TV and other online media.

McDonald’s

Magdalena Budziszewska

Marketing Manager