Private: Engaging McDonald’s Customers with Multilingual Templates

The campaigns’ primary challenge was generating awareness for McDonald’s products and driving in-store visits. We needed to develop a strategic plan to reach the target, multicultural audiences, and deliver engaging creative content – ultimately getting the right message to the right user at the right time to drive action.

This goal required creating multiple creative templates in various languages, including English, Spanish, Korean, Vietnamese, and Chinese. Our team customized each set of creatives to each audience and geographic region, which created a more personalized approach.

Our strategy focused on targeting multicultural audiences across the U.S., including states like Montana, California, and Kansas. We designed display and rich media ads in English, Spanish, Korean, Vietnamese, and Chinese, utilizing KORTX Intelligence to understand each area’s cultural dynamics, ensuring our approach was both data-driven and culturally sensitive.

How We Did It

1. KORTX Intelligence Report: Conducted a thorough audience insights report to understand the target’s  cultural preferences and language nuances in the chosen regions.
2. Programmatic Display Campaigns: Launched location-specific campaigns, ensuring relevance and impact.
3. Real-Time Strategy Adaptation: Continuously adjusted strategies based on data analysis and regional feedback.
4. Creative Approach: Spearheaded by Lead Designer, Eric Simone, we developed 19 sets of Rich Media creatives, culturally attuned and in multiple languages. We maintained flexibility in our creative strategy, adapting templates mid-campaign to keep the content fresh and engaging.
5. Future Template Optimization: Identified 2-3 standard templates, optimized against KPIs, to streamline campaign execution and enhance efficiency for future campaigns.

The use of programmatic display with multilingual templates resulted in impactful and targeted content delivery.

The campaign successfully engaged multicultural audiences in the chosen DMAs, significantly increasing engagement rates and driving a high volume of in-store visits.