90% of the US population Ate a McDonald’s last year.
Regardless of whether a Big Mac is your drunk or you want to bribe your children with happy meals on long car rides, the point is: McDonald’s is one of the most popular and long -lasting brands that we have.
We all take it for granted. Except maybe we shouldn’t.
There is reason why McDonald’s is below them Top 10 most magnetic brands For gen z – exaggerated Sephora, NFL, And Starbucks.
And it is not the nostalgia factor … at least not quite.
To get to the bottom, I sat down with two experts, director of fire, content and culture at McDonald’s, and Nathaniel Gaynor, brand marketing manager at McDonald’s desse, it is to make McDonald’s cool to make it To make cool genes.
Lesson 1: Marketing should be symbiotic.
Engel thinks about campaign elements – whether it is a new food, a digital campaign element or a social media contribution – as “ingredients”.
Of course she does that.
And what she loves Zen is how they created a symbiotic relationship with McDonald’s “ingredients” campaign. Engel’s team not only creates content for gen zen z also creates content for you.
As Engel told me, genes often take branded ingredients and “create something new with them – that is what inspires and motivates us,” she says. “For example, you could create a narrative or an anime poster for a campaign … such things.”
Let us also address the elephants in the room -why did you create a completely separate gen z -marketing team?
Because “Gen z drives culture“Angel explained to me. “And our goal is to continue to be a cultural icon.”
Lesson 2: Connect to your customers in the wild.
Every year one of McDonald’s agencies takes a road trip. (Healthy, I know.)
“Fan Truth Road Trip helps us understand who our fans are and why they combine with our brand,” says Gaynor. “We see how our fans move our brand into many different parts of culture – Whether anime, fashion, art or games. “
The Engel and Gaynor team then takes these findings in order to create authentic experiences for their gene Z fans.
Look at the “Wcdonald’s campaign”. The campaign was an allusion
Together with McDonald’s restaurants, the agency also visits college campus, shopping centers, cinemas and parks.
How angels puts it, “We break in front of the four walls of McDonald’s to connect with our fans in the wild.“
She adds: “It is important that we understand the universe in which you live in what your interests are and who you are outside of McDonald’s.”
While you may not be able to organize a “fan -Truth -RoadTrip” for your brand, the lesson works for all marketers: To understand your customers completely, you have to hit them outside the limits of your marketing efforts. What else do you enjoy and how can your brand appear there?
Lesson three: be fan.
“Where we have not made the right note in the past, when we were not led by fan,” said Gaynor.
“Now, We let our fans lead the way to our next big idea. It is our job to hug them and to live and talk to them in their creative universe. And if we do that, we succeed. “
Engel reflects his point of view and explains that another mistake that you have made in the past is not enough in your campaign approach.
“We can build great brand relevance campaigns. But if it is not linked to something tangible in the restaurant to buy, touch, feel, eat, eat, then it will not be a business driver, ”says Engel.
Ultimately, Engel and Gaynor’s main goal is not only to be cool on Fortnite on Fortnite. (Although it is an entertaining side kidney fit.) Your goal is to increase sales.
And if that simply includes anime, fashion or works of art, it is so.
