Goal

Dispel myths on what type of meat is used in Chicken Nuggets

Strategy

Identify an influencer who resonates with McDonald's target audience and has proven to generate great content and performance on social media.  McDonald's chose Raphael Gomes, a foodie with a strong YouTube channel, create a video on how their chicken nuggets are made as an ad.  Raphael then goes to a Mcdonald's and spends a day with the team making chicken nuggets and filming the experience.

 

Julius Data on Raphael Gomes' Audience Interests

RESULTS

  • ROI of $5.50 dollars to each dollar spent on the campaign

  • Those who saw #GoodToKnow ads said they were more likely to trust McDonald’s and believe in the quality of the food