In a recent article by Alicia Kelso on NRN.com, it is revealed that McDonald's has experienced significant growth in systemwide sales and market share since 2019. The company attributes this success to its innovative marketing campaigns and collaborations with celebrities, fans, and social media influencers. McDonald's Chief Marketing and Customer Experience Officer, Tariq Hassan, believes that consumers prefer a fan-to-fan perspective rather than a brand-to-fan approach. To align with this philosophy, McDonald's follows three guidelines for its creator strategy: finding fan connection and truth, staying in tune with current trends, and having the courage to share the pen [f41874f8].
McDonald's manages its base of influencers through robust processes, systems, and modes, prioritizing brand safety and the safety of influencers and creators. The company recognizes the importance of leveraging data as a cultural currency and aligning its internal culture with the external culture it aims to lead. McDonald's anticipates the continued growth and evolution of the creator economy and plans to play a significant role in it [f41874f8].
This article sheds light on McDonald's successful marketing strategy and its impact on the company's business results. By embracing collaborations with influencers and prioritizing fan perspectives, McDonald's has deepened its connection with consumers and injected its brand more deeply into culture. The company's ability to adapt to the evolving creator economy and leverage data as a cultural currency has positioned it for continued growth and success [f41874f8].