McDonald’s wanted to spread awareness about their German voucher campaign to a young and unique audience. Famous for their disruptive and creative marketing, the leading fast food company knew that TikTok would be the perfect partner to help capture the imaginations of their customers.
In order to engage with the audience and to create a huge spike in awareness, McDonald’s partnered with influencer agency inSocial to run a Branded Hashtag Challenge Plus called #lassmalgutschein that sparked fun, creativity and joy. The Hashtag Challenge Plus platform allowed McDonald’s to showcase their specific app vouchers in a banner on the challenge page, gaining more traction on their app and boosting usage. A store finder was also integrated into the campaign, encouraging users to find their nearest restaurant and make use of their new vouchers.
inSocial created a fun and easy concept for McDonald's, where the TikTok community was challenged to make a video depicting the ways they might persuade their friends and family to use the vouchers. The challenge was launched using popular TikTok Creators that were able to inspire others with their entertaining and creative videos and, thanks to a fun and simple message for the challenge, users across the country could easily get involved in the action.
To further boost the challenge, McDonald’s decided to run aTopView and One Day Max In-Feed Ad on the first two days of the challenge to help promote the campaign.
The McDonald’s Branded Hashtag Challenge Plus performed incredibly well, breaking benchmarks and generating an astonishing amount of engagement in the short time it was live. In just six days, the challenge and associated ads saw more than 360 million video views, as well as over 200,000 user-generated videos created by the TikTok community.
The engagement rates for the One Day Max (1.97%) and the TopView (17.78%) ads were seriously impressive, underlining the benefit of using authentic Creator videos as ad formats.