Insight
Your McD’s order says more about you than a tarot reading. Fans now expect year-in-review moments from their favorite brands, so we created one of our own. Using what customers loved in 2024, we celebrated their quirky orders and highlighted their annual savings through the McD’s app.

Solution
In December 2024, we built a hyper-personalized, one-to-one fan story using 32+ data points and 700+ products. We created 9 fan personas and 20+ superlative stickers to spotlight behaviors like Rewards savings, spicy-item loyalty, limited-time-only enthusiasm, total restaurants visited, and more.

Results
McDonald’s most personalized campaign ever delivered big. We sent 29M unique messages and surpassed all KPIs. The opt-in push notification saw a 77 percent higher CTR and drove thousands of new email signups, while email saw a 15 percent lift in click-to-open rates. Savings seekers stood out with a 5 percent rise in clicks on Rewards and Value content. Fans also shared their stories enthusiastically, sparking an 18 percent jump in hashtag usage over 2023.

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Behavioral

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