Overall objective was to increase sales by increasing brand preference.
KPIs for this campaign was Good Employer, Ethical and Responsible Company, Brand preference.
McDonalds, known as Donken in Sweden, is one of Sweden’s most famous but disliked brands and has struggled with low brand preference for years. Our econometrics showed that improving brand preference would directly increase sales. As their media agency brand equity is a metric we knew we could influence. But McDonald’s has operated in Sweden for over 45 years and has the highest spontaneous awareness of any fast food chain. So, changing the minds and perception of Donken with stubborn Swedes needed a campaign that would appeal to their heart and not their head as their minds were already made up.
Our challenge was to make the global fast food giant more personally relevant and more local. As one of the largest employers in Sweden, McDonald's is a reflection of the modern Sweden. At Donken, diversity and integration are not just words, it's a reality. After autumn 2015 when Sweden received 165 000 refugees in 3 months (vs 65 000/year in avg.) there has been a fierce political debate about integration and how to employ the young and often uneducated refugees.
At the same time there is a debate around the loss of the key educational role that the mandatory military service played. Getting your first job at Donken actually fills that void. A survey, copied from the military, showed that employees at McDonald's scored higher (vs military service) answering questions around self-discipline, working together, leading other people, and being led by other people.
McDonald's proved to be the recipe to providing young Swedes with the life skills they desperately need to thrive in the workplace and grow as a person, skills previously gained during mandatory Military service. By connecting to a hot topic in Sweden, this campaign built a local and personal connection between McDonald´s and a country who had written it off as a greedy global corporation that didn't care about the Swedish people. By shifting focus from burgers to how McDonald's contributes to the local society we would increase brand preference and increase sales.
So, we created Do Donken, an appeal for people to get a job experience at McDonald's. A massive campaign targeted to stakeholders, politicians, employees and guests. In short, go work at McDonald's, it will make you a better person.
Stage 1 of the campaign was specifically targeted towards stakeholders and politicians with the purpose to start the debate stating the McDonald's point of view in debate articles and seminars and with SEO/SEM optimization we gathered the debate at the McDonald's forum. The attention from the public was huge, resulting in free publicity reaching over half of the population in Sweden. McDonald´s was even invited to the Swedish government to train top politicians in the McDonald´s way of working with these questions.
In Stage 2 of the campaign we launched a massive campaign showcasing McDonald's role in Society by linking it to the former Military Service.
Stage 3 of the campaign was all about proof of content and to showcase the skills you learn by doing Donken. We engaged handpicked influencers and gave them temporary jobs at McDonald´s and asking them to record and share the skills they learnt. The influencer content highlighted these life skills and was shared with the most relevant people through custom audiences.
Using our existing segmentation implemented into our DMP we were able to pinpoint politicians, industry stakeholders, employees, current and potential guests as well as potential Donken recruits throughout the different stages. Our campaign was amplified in traditional media channels like TV, Cinema, Print & OOH to give it the scale and buzz it would need to capture the hearts of Swedes.
DDB (Creative) & Prime (PR)