Driving Engagement and Reach with Monopoly at McDonald's Campaign on Social Media Platforms

Challenge:
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.

Solution:
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.

Results:
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.