Content marketing strategy for McDonald’s
by QIAN XU
Target audience
·
5-30 year old children,
students and young adults
·
They are
interested in comsmics and animations.
·
They have a hobby
for drawing and painting
·
They are fans of McDonald’s
and have a love for food
Brief outline
·
My idea is McDonald’s
sponser a campign about cosmic awards on best drawing of McDonald’s and its
products.
·
Participants can
use their imagination to drawing, which will be considered as an important
evaluation standard to win the awards.
·
The cosmic awards
will need participants to post their pictures on twitter or instgram with a
topic of # mc cos award#
·
McDonald’s
official page will repost these paticipants picture and solicit opinion and set
up “vote” function in the post. So all the followers will able to participate
and they will get a coupon if they join the vote.
·
The winner of the
campign will win a 1000 dollars and join the McDonald’s advertising graphic
design for new creativity.
·
It will be
lauched during summer (MAY to AUG), as students have their holiday and working
adults have a relevantly relaxing schedule.
Conceptual graphs
Goal to achieve
·
More “likes”,
“repost” and “comments”. With the attention on the awards and pictures, many
cosmis lovers will join the campign. So they will like the good content on
pictures posted.
·
More click on the
link of vote which are linked to McDonald’s official website. As
existing post are popular for coupon and discount, followers will be willing to
join the vote for coupons.
·
Build stronger
connection between McDonald’s own website and their twitter and instgram.
·
Through cosmic
image deepen McDonald’s brand awareness, thus expanding brand loyalty.
Social Strategy
·
Twitter
Use a
hashtag # mc cos award to start a topic and make the tag really popular with
high repurpose rate;
Connect to
influncers to retweet the hashtag, then it will spread to larger group of
twitter user. Such as Marvels, disney, DreamWorks
·
Instagram
Curate
User-Generated Content. If McDonald’s community members share posts featuring McDonald’s,
we will have access to a repository of potential content gold. Curating content
from fans allows McDonald’s to foster audience engagement and create an
incentive for our audience to share posts.
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