Case Study: McDonald’s Deutschland achieves authentic millennial engagement and measurable Snapchat ROI with Snaplytics

McDonald's - Customer Case Study

McDonald’s Deutschland turned to Snapchat to reach hard-to-find millennial customers and needed a way to prove the platform’s value. Working with agency Leo’s Think Tank on content and using Snaplytics analytics, McDonald’s set out to understand what resonated on Snapchat and to measure performance on a channel that had been notoriously hard to quantify.

Snaplytics provided the measurement and dashboarding that made Snapchat measurable for McDonald’s, enabling the team to track open and completion rates and calculate a reliable engagement metric. Using those insights, McDonald’s focused on authentic, product-led content (with influencer takeovers to kick-start the channel), cross-promoted its Snapcode in menus and other channels, and was able to demonstrate improved engagement and clear ROI to stakeholders thanks to Snaplytics.

McDonald's

Sascha Klein

Director of Content Marketing and Social Media