Challenge:
How to create attention among the tens and thousands of contents on social media and stand out?
Solution:
On Instagram, our strategy was based on crafting beautiful pop culture images. And one day we decided to transform our Instagram account into a test lab and create the first fashion and accessories collection co-created with our fans. Each month, photo montages were published and analyzed for engagement, likes, comments, and audience insights. The most successful ideas were turned into limited-edition products and gifted to fans. The result: McDrops, McDonald's first fan co-created fashion & accessories collection, with standout pieces like the light green furry bobble hat.
Impact :
+ 308.955 interactions (likes, comments, saves and shares)
+13% of new followers throughout the year 2022.
Average volume of interactions per post: 61,791 VS 9,925 per regular post.
Interaction rate: 19 points higher compared to the other posts on our Instagram page : 27,27% vs 7,47%
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McDonald’s France - McDrop
Becoming the most talked-about brand on social media.
