The brief
Relaunch the annual Big Mac campaign and beat last year’s results by driving higher engagement, awareness, and sales.
To introduce the Big Mac Bacon, McDonald’s UK partnered with OMD to create a Twitter-first strategy that sparked conversation in a tone their audience loves. The campaign followed Twitter’s proven three-phase approach: tease, reveal, sustain.
My role
As Social Media Campaign Manager, I
Developed the content calendar to map out each phase.
Wrote all social copy to ensure a consistent, engaging voice.
Monitored analytics in real time, optimizing performance to maximize reach and engagement.
The results
For the tease phase, we launched a “Retweet to Remind” Tweet and a six-second video ad, building anticipation and encouraging users to opt in for launch notifications.
4m
Video views
59%
View through rate
95%
Positive or neutral sentiment
