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Loyalty in Mcdonalds Canada

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В®
Chief Marketing Officer,
McDonald’s Canada
Joel Yashinsky
@McD_Canada
McDonald’s Canada
How do you feel about McDonald’s?
hatin
’ HATER
A Special Case
•
High interest brand
•
Specific problem
•
Human insight
•
Bold approach What is the key to being Bold?
Food quality perception is the number one driver of long
-
term business results
Some improvements in consumer perceptions of quality over last 3 years
but…
questions concerning our quality
still linger…
Consumer perceptions…
Increase our food quality scores +
14 points by 2014
Challenge
Traditional Approach
Traditional Approach
Insight
Consumers have questions about our food quality. We have answers. Good ones. People will start listening to us only
if we start listening to them.
Our Target
Talking to Lovers
Talking to Fence Sitters
Hidden in plain sight
Task was not to say something new. Rather to say what we had been saying for years but boldly!
Undertake
brand action
then do brand advertising
A Transparency Platform
Socially
-
powered platform empowers us to initiate and sustain an open and honest conversation with consumers
As
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Ans
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McDonalds.ca
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YourQuestions
Taking Questions
•
Multi
-
device
•
24% mobile traffic
•
Singular platform hub
•
Located on .
ca
Social X Design
•
Twitter/Facebook login
•
Share functionality
•
�Follow’ states
•
Video content
Text Answers
Text Answers
Image Answers
Video Answers
Leading with Brand Actions
…
Then advertised it.
RESULTS
In a country of 34 million people…
19,000+ questions asked
1.6 million website visits
4 min 30sec + time on site
13 million video response views
600+ media outlets covered
Dramatic Change in Perception 53%
Food I Feel G
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Good Q
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Food Good Q
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I
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Genuine Brand Food C
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Ea
t Regularly Improving N
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6
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Key to being Bold
•
Truly listen
to your customers
•
Own the truth –
be fully transparent with your customers
•
Transparency is all or nothing
–
you have to be prepared to answer the hard questions to gain trust
@McD_Canada
McDonald’s Canada
В®
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