Background

Indonesians have more F&B options than ever before, with many new market entrants every year. McDonald’s wanted to keep top of mind and to increase sales, while maintaining advertising cost efficiency during the launch of the Prosperity Burger, McDonald’s heritage limited time offer, which is the most anticipated recurring menu towards the new year. The goal was to increase the success of the Prosperity Burger, improving on 2019. The media goal was to maximise reach across Indonesia, but we also wanted to test the campaign’s effectiveness on revenue and see how we could measure real-world restaurant sales from ad exposure. We did what we are known best for, radical collaboration.

Describe the strategy

McDonald’s 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 execution

We teamed up with unicorn super app Gojek to form an online-to-offline (O2O) sales measurement partnership. The industry-first partnership allowed the McDonald’s team to capitalise on the opportunities presented by this industry-first approach. They identified users who had purchased food from McDonald’s and optimised the campaign to reach more people with a similar profile. This included key users, 18- to 34-year-olds from across Indonesia, who were interested in fast food using display ads featuring the Prosperity Burger. We activated tools within the platform to optimise the campaign towards sales. This was identified as either a completed purchase using Gojek’s food delivery service, or an in-restaurant purchase made using the GoPay mobile wallet. The campaign budget was divided between open exchange (70% of budget) and premium inventory from a regional music streaming service (30% of budget).

List the results

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.