@McDonaldsHK
IG Launch
2021 / McDonald’s HK
Team Management / Strategic Planning / Art Direction / Creative Concept / Photography Production
Challenge
1/ Differentiate Instagram with McDonald’s Facebook social contents to avoid repetition
2/ Grow to 30k followers in a year
3/ Get @mcdonaldshk first launch to differentiate with other countries by injecting local accents.
Different markets’ IG platforms are promotion-driven, Most of the contents and the look & feel are inconsistent. Belated to the IG field, how @McDonaldsHK could take reference & stand out to engage with local market?
Strategy
Rebrand with I’M LOVIN’ IT
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Pre-Launch Announcement Posts
【麥記正式登陸Instagram：@mcdonaldshk】
你最熟悉嘅薯條🍟巨無霸🍔終於喺IG出沒喇📷！以後無論舉頭望嘢食👀，定低頭碌電話📱
一樣都會搵到 佢哋嘅蹤影啦！即刻Follow @mcdonaldshk #mcdonaldshk #imlovinit
#等咗咁耐 #終於開 #肚餓嘅時候用嚟望梅止渴 #識咗咁耐 #冇理由唔Follow我啦
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【麥記開IG咁大件事冇人講？】
Over, over！收到就Follow我啦！
即刻Follow @mcdonaldshk#mcdonaldshk #imlovinit #冇人講咪我講囉 #麥記開IG #而家咪叫你囉
Creative Grid System
Relaunch i’m lovin it platform with the new twist of heart
恭喜你求得上上薯🙏🏻 #求籤去黃大仙廟 #求薯去黃大仙中心麥記
鍾意點就點🍟🍅 #仲要點兩點呢個Post #唔係OPPA都可以派心心
薯🤫我Enjoy緊呢個Moment #食薯條又唔叫 #唔啦一人一條我咪食少咗
打卡📸，最緊要霸氣🍔 #份人唔夠霸氣唔緊要 #可以用道具輔助
有冇愛？重點在細節 💛 #有愛先派到呢個心 #有冇人數過BigMac有幾多粒芝麻
🤭蒙著嘴食晒你 #BForBacon #姜B食過笑哈哈
男兒Dip入樽⛹️♂️🏀 #男孩子最愛 #兩樣都係
食雞點都預埋你🤜🏻🤛🏻 #呢個Post嘅Like數都預埋你喇 #食親麥記都要嗌埋麥樂雞
最後一嚿係我㗎！😎 #食得夠快先可以搶走最後一嚿 #年中有幾多友情因為分唔勻麥樂雞而決裂
邊個話Pie一定係圓㗎？✏️ 📏#唔使識計面積 #識食就得
見到你，心都軟埋💜 #心軟就派個心心啦 #白色情人節快樂
👩❤️👨 (我+你) X 100%愛意💕= 3.1415926535... #π係無盡嘅數字 #白色情人節快樂
愛情來得太快就像麥旋風🌪️ #離不開麥旋風來不及逃 #歡迎接力改歌
最鍾意孖住你🍦🍦#如果你都派埋心就更Sweet喇
有你喺度，Sweet到漏啦😘 #但Sweet都要講Timing #唔係就會溶
Always-On Contents
View @McDonaldshk Here
While our content has gained high engagement that leads to a slow steady follower growth, activation and further engagement would be required in order to hit our 30,000 (100 per day) follower mark by the end of the year.
Fan growth jumps when leveraging culture and KOL’s or through incentives and engagement. The best incentives to use are connected to the brand and allows us to bring out brand love.
Use Instagram stories games with brand-connected incentives in order to drive consistent fan growth as well as generate high engagement and brand love
Credits
Agency
DDB Group HK
Team Lead
Venus Li
Art Director
Venus Li / Erika Tang / Riko Miyazaki / Aaron Cheng
Copywriter
Chiu Chan
Strategic Planner
Garron Chiu
In-house Photographer
Anthony Fan
Account Servicing
Sharon Liu