McDonald's - Feel-Good Customer Journeys

What was the brief? 

Cement the digital habit amongst McDonald’s most valuable customers. Establish the My McDonald’s app as their channel of choice, with an automated, multi-channel programme to build frequency and value. And be ready to optimise and adapt it rapidly in a COVID-disrupted market environment.

What was the strategy?

To inspire and incentivise customers to come back to the app again and again using early behaviour data signals to determine customer propensity to use the app. Then, overcome inertia and reinforce frequent use with an automated nudge programme running on Adobe Campaign, adapting in real time with customer response.

What was the campaign solution?

Get the customer closer to what they love in their inbox and on their lockscreen. Make it so simple, seamless and personalised that the next action is a no-brainer. Nudge them effortlessly along the journey using the unlocked potential of the Adobe Campaign platform to deliver hyper intelligent automation.

What were the results?

We've seen 7% more customers stay active after 6 months and a 10% increase in revenue per customer against control. With the programme largely automated and negligible ongoing marketing costs, ROI stands at 50:1 and growing.