Driving Engagement and Reach with Monopoly at McDonald's Campaign on Social Media Platforms
McDonald’s wanted to launch a Monopoly campaign across multiple social media platforms, including Twitter, Snapchat, Instagram, and Facebook, to engage and excite its audience. The challenge was to coordinate a team of eight indirect members, including creators, copywriters, video production, and partner agencies, to deliver a seamless campaign activation.
I managed the campaign activation, working closely with the team to drive performance through best practices. I oversaw the project management of the entire campaign and provided recommendations for continuous optimization. I analyzed the paid performance in Google Analytics and within the platforms during and after the campaign to provide valuable insights.
The results of the campaign were impressive. The reach increased by 43.1% YOY across Facebook, Twitter, Snapchat, and Instagram. There was a 29.34% increase in engagements and video views YOY. The Snapchat lens exceeded expectations, reaching 408% more Snapchatters YOY. During the launch phase, the swipe-up rate on both Snap Ads was above the Snapchat industry benchmark at 1.12% and 1.19%. Social listening revealed joy was the main sentiment used by fans to react to the campaign, demonstrating its positive impact on the audience. Overall, the campaign was a huge success, and I am proud to have been a part of it.