Background_
It was time to give McDonald’s of Hawai‘i its own voice.
McDonald’s is a global brand with over 40,000 restaurants around the globe. They’ve long embraced social media to connect to their customers using a fun, funny and quirky voice. When McDonald’s of Hawai‘i wanted to launch a separate and distinct social media account for their Hawaiʻi business unit to capture a more local voice, MVNP was tasked with creating their Instagram account from scratch.
Insight_
Hawaiʻi is unique and so is McDonald’s of Hawaiʻi.
The creation of @mcdonaldshawaii was the perfect opportunity to highlight what makes Hawai‘i different from the rest of the world. McDonald’s of Hawaiʻi offered exclusive menu items like the McTeri Deluxe, Haupia and Taro Pie, and local breakfasts featuring favorites like Spam, Portuguese sausage and rice. Plus, with beautiful beaches and iconic landmarks just minutes away, there was no better setting to share eye-catching content.
Solution_
We added the “brah” to “Ba da ba ba ba.”
We launched @mcdonaldshawaii capturing the fun of the national McDonald’s social media account but with a distinctly local voice and point of view. To increase reach and gain followers we worked with local influencers throughout the year to create content to promote special products and limited time offers. Static and video content showcased local settings, IYKYK Hawai‘i moments and local menu favorites.
RESULTS_
- We grew the @mcdonaldshawaii audience from zero to 6,000+
- Created partnerships with influencers that we work with on a regular basis on multiple clients
- We launched an employee recruitment campaign on our channel that, paired with paid social, Google ads and instore signage, increased applications by 22%, year over year
- A collaboration post with @fiveftfoodie featuring the Kerwin Frost Box hit 1.1 million views
Channels_
- Social Media
- Digital
