McDonald's: How McDonald’s Transformed Offline Sales During the Lunar New Year


Campaign Summary

"Prosperity Burger" is an annual campaign from McDonald's Indonesia that has always been a huge success. Up until this campaign, McDonald's had not been able to measure how much its digital advertising contributed to real-world sales. This year McDonald's drove this industry-first approach to sales measurement, harnessing the insights from the campaign to deliver ads more effectively.


Objective and Context:

Indonesians have access to more food and beverage options than ever before, with many new market entrants every year. McDonald's faced the very real challenge of remaining top of mind for customers. It was looking at ways to increase the number of sales, while maintaining advertising cost efficiency during the launch of the Prosperity Burger campaign. The goal for this iteration of the campaign was to improve across all metrics from previous iterations. The media goal was to maximize reach across Indonesia, while also testing the campaign's ability to affect revenue.


The following highlight high-level objectives of the campaign:

  1. Test the revenue impact of the McDonald's Prosperity Burger campaign and specifically measure real-world restaurant sales with exposure to the Prosperity Burger Ads.
  2. Optimize campaign reach across Indonesia using display ads featuring the Prosperity Burger.

Indonesia's super app Gojek, has a high reach among food lovers, and it has a shared audience with McDonald's. Gojek, a digital e-wallet service, enhanced the company's ability to connect with hungry customers. The Trade Desk, a global advertising technology leader, teamed up with Gojek to form an online-to-offline sales measurement partnership, an industry-first collaboration that allowed McDonald's to measure real-world restaurant sales by linking transactions made through Gojek services GoPay or GoFood after exposure to the campaign. This was the first time McDonald's was able to directly link in-store sales and digital media.

McDonald's capitalized on the opportunities presented by this industry-first approach. It identified users who purchased food from GoFood and optimized the campaign to reach more people with a similar profile.

Target Audience:

The target audience was identified as 18-to 34-year-olds from across Indonesia. McDonald's delivered the campaign to Indonesian young adults, especially food lovers who see food as a means to satisfy cravings and to take a break from everyday life. They are highly enthusiastic about trying new foods and tastes.

Creative Strategy:

McDonald's and The Trade Desk in partnership with Gojek tackled a key issue in the AdTech industry: quantifying the link between ad exposure and conversion into real-world sales. Success was achieved by focusing on strategic partnerships, the identification of key audiences, and campaign optimizations based on data. Data from transactions made through the Gojek ads identified the key users who had effective conversion rates that led to actual sales.


Overall Campaign Execution:

Similar to last year's campaign, McDonald's utilized TV, social media, and video platforms for reaching a wide audience.

The Trade Desk enhanced the campaign with its automation technology.

  • Frequency cap: Machine learning showed that users made purchases after an average of 2.5 ad exposures, with 44 percent of users making purchases within three days; 70 percent purchased within five days.
  • Boost support in key areas: 60 percent of sales took place outside of Jakarta.
  • Drove and measured cost efficiencies: 92 percent of total purchases came from users reached via the open exchange.

Mobile Execution:

McDonald's allocated 80 percent of its digital budget on mobile, leveraging the technology to reach the target audience. The Trade Desk's programmatic data helped McDonald's find its target audience, those who actively use GoFood and those who had GoPay transactions with food merchants. Through this behavior McDonald's developed its "foodies" segment and delivered ads to them.

The central thought was to enable online to offline attribution for the digital campaign run on GoFood and McDonald's restaurants in Indonesia. A partnership with The Trade Desk and super app Gojek was essential in helping McDonald's understand and link its digital campaigns with offline sales.

Results (including context, evaluation, and market impact)

Business and media results demonstrate the success of the campaign.

  • The Prosperity Burger was sold out within three weeks
  • Overachieved sales target by 111 percent
  • McDonald's total store visits increased by three points (from 51 to 54) in Q4 2019
  • Reached more than 32 percent of Indonesian foodies
  • Over 2,638 percent improvement in ROAS during the campaign

Categories: | Industries: | Objectives: Data/Insights | Awards: X Bronze Winner