McDonald's Case Study | Enterprise Content Platform

Seasonal content for new product launch

Rashel Hariri is the Digital Social Engagement Manager for McDonald’s Canada where she developed the strategic presence of the brand on social media. She is dedicated to elevating McDonald’s Canada’s social media footprint, and believes that deep social listening, testing, and measurement are essential for strategic planning and ROI. She has spent the past 7 years managing, innovating, and growing the social media presence for brands in banking, non-profit organizations, and quick service restaurants. McDonald’s Canada was looking to share a fun and engaging Instagram Stories post around a limited time seasonal offering. McDonald’s is known for their fries, and to add a new fry offering is an incredibly exciting thing for the business. To do this, they wanted to work with a creative technology solution to create Instagram Stories that showed their product in an exciting holiday unveiling.

The need for more vertical videos

Multiple platforms have been supporting vertical videos for a while now, and testing shows higher engagement than regular videos. However, brands need a cost-effective way to create high volumes of customized content to make vertical videos successful. The ideal solution needed the ability to scale imagery and videos at a reasonable price. It also needed to have a quick turnaround, since the Instagram Stories content needed to be posted around the same time as their product launch.