McDonald's
Overview
In collaboration with other channels (Email, McDonalds.com, App, Kiosk and paid media) our team has built a substantial digital footprint, while also acquiring millions of new app customers. Role: - Digital Creative Direction - Experience Design Outcomes: - 22 million new app downloads - 238+ Million Customers - 33 million CRM contactable customers - 758,000+ New Digital Customers - 100K+ linked payment transactions Awards: - Effie Gold Award: Grimace Birthday - Adage Best Brand: Grimace Birthday - Cannes Lions: MyMcDonald's Launch New Product Features: - Ready-On-Arrival order pickup - McDelivery integration into the app - Post-Purchase trigger loyalty integration
Deliverables
Experience Strategy
Experience Flows + Approach
Creative Direction + Design
User Testing
Below is a recent snapshot of some of the most successful digital work for McDonald’s. From new product features and enhancements, to campaign integration, this work reflects nearly six years of brand expertise.
Challenges
In a crowded market, McDonald’s was searching for a renewed sense of identity after the pandemic. With rising costs and serious competition in an already saturated space, McDonald's new they had to reinvent themselves, while also still acknowleding their existing fanbase that spans generations.
Solution
By refocusing their efforts on attracting new customers through marketing while rewarding their most loyal fans, the brand reignited engagement. Enhanced app features and fresh marketing initiatives fueled one of the industry’s most successful loyalty programs — a foundation that continues to grow as McDonald’s builds deeper connections with both new and returning customers.
