When one of the most beloved restaurant chains in the world wanted to help fight the pandemic and spread awareness about staying safe during these challenging times, they turned to TikTok. McDonald’s® Poland has launched an educational initiative Zakładamy Maski (eng. Let's Put Our Masks On) in order to encourage everyone to wear their masks when in public, as we continue to fight the virus. The campaign combined education and a positive message, something that we all currently need so much.
McDonald’s® Poland decided to launch the first ever Branded Hashtag Challenge with a Branded Effect in Poland, titled #ZakładamyMaski. The interactive filter displayed various elements and lyrics of the song, which was created specifically for this campaign by a famous Polish rapper - Holak. The tone was upbeat and the catchy lyrics referenced putting on masks and how we will get through this weird year together. The goal was to spread positivity, and show how we can still see our smiles, even through a mask.
The campaign was activated by five popular TikTok creators and promoted through other branded solutions, like TopView (the first thing users see upon opening the app), One Day Max and Brand Premium In-Feed Ads which natively appear throughout our feed. All those formats boosted exposure to the challenge and drove a massive interest and engagement.
With over 340 million video views to date, the campaign was a tremendous success. The Polish TikTok community completely embraced the challenge, showing how they both have fun and spread awareness to fight the virus as a community, which resulted in over 158, 000 user-generated videos using McDonald’s® hashtag.