Background

McDonald’s in partnership with GoJek, tackled a key issue in the AdTech industry of quantifying the link between ad exposure and conversion into real-world sales. Success was achieved by focusing on strategic partnerships, identification of key audience and campaign optimization based on data. GoJek is a leading technology group serving millions of users in Southeast Asia. We were able to measure a segment of restaurant sales by linking transactions made through GoPay or GoFood that were exposed to the Prosperity Burger ad. This is the first time McDonald’s was able to measure real in-store sales from digital media. Data from transactions made through the GoJek Ads identified the key users who had effective conversion rates that lead to actual sales. The platform was tailored to optimize the campaign towards sales, identified as either a completed purchase using GoFood delivery service, or an in-restaurant purchase.

Describe the creative idea (30% of vote)

Prosperity Burger is an annual campaign from McDonald’s Indonesia that has always been a huge success. Up until now, we have not been able to measure how much our digital ad contributed into real-world sales. This year the McDonald’s team drove this industry-first approach to O2O sales measurement, harnessing the insights from the campaign to more effectively optimize the sales towards sales. Data driven insights for O2O sales underpinned the development of the targeted phase of the Property Burger advertising. Key users were identified as 18-34-year-old from across Indonesia. We addressed this 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. The desired outcome was an increase in sales and insights into how the campaign contributed to the success of the Prosperity Burger.

Describe the strategy (20% of vote)

The campaign delivered valuable insights even beyond sales. As the first brand to take advantage of the Gojek Online to Offline measurement solution, the McDonald’s team was thrilled with the pilot campaign. For every 100 rupiah invested in spend, the campaign delivered 600 in sales, a staggering 6.1x ROAS. Over the course of the campaign, McDonald’s were able to realize dramatic improvements in efficiency through a combination of human strategies and AI-driven optimization features offered. The partnership between Gojek and allowed the McDonald’s team to do more than measure campaign influenced sales. It allowed the brand to optimize bidding and targeting strategies to drive more sales revenue, and the audience segments they created will be available for use in future McDonald’s campaigns.

Describe the execution (20% of vote)

This campaign's creative idea was to build a partnership between Gojek and McDonald's to bring Indonesian foodies together for a hearty Prosperity feast. Celebrating the campaign with a new year spirit, we sought to understand new habits that Indonesian foodies developed in their purchasing behaviour. In 2019, GoFood gained $2 billion revenue, 50 million monthly transactions. While GoPay contributes for $6.3 billion. Through these local inventions we spiced up the traditional Prosperity Burger with a hint of technology. McDonald’s is one of the leading Quick Service Restaurant in Indonesia. For Prosperity Burger last year they only achieved 71% of target (30 URD/Unit Restaurant per Day) and only 68% achievement in 2018 (22 URD). This year we achieved 111% of target URD and 14% of Prosperity Burger sales came from GoFood.

List the results (30% of vote)

Business result - Prosperity burger was sold out within 3-weeks long campaign - Overachieved sales target by 111% (33 to 36 URD) - McDonald’s total store visit increased by +3 pts (from 51 to 54) in Q4 2019 - Share of McD heavy buyers (frequency buying 4+) increase by 9% (17% to 26%) - McDonald’s top of mind increased by +100 bps (21 to 23) in Q4 2019 Media Result - Reached more than 32% of Indonesia Foodies - CTR banner 8.7% - Hit 6.1x ROAS For every IDR 100 invested in spend, the campaign delivered IDR 600 in sales. - +2638% improvement in ROAS during campaign The first day of the campaign saw ROAS of 0.5, with a cost per acquisition (CPA) of Rp 175k. By day 10, we had reached ROAS of 13.2 and a CPA of Rp 4.7k — improvements of 2638% and 3645%, respectively.