Case Study: McDonald’s achieves a 47-point lift in ad recall and improved brand favorability with Instagram

McDonald's - Customer Case Study

McDonald’s Australia (affectionately “Macca’s”) sought to connect with people aged 18+ during the busy summer season and to boost brand favorability on mobile, where competition for attention is high. The challenge was to deliver product- and brand-messaging in a way that felt natural and respectful of Instagram’s creative environment.

Over a two-month lead-up to summer, McDonald’s ran a subtle Instagram campaign of sun-soaked lifestyle imagery that minimized overt product shots and relied on signature red and yellow cues to blend into feeds. The approach drove strong outcomes: a 47-point lift in ad recall, plus 4-point increases in both message association with summer and overall brand favorability.

McDonald’s

Mark Wheeler

Director of Digital