When you’re McDonald’s, you expect other restaurants to “draw inspiration” from your brand and products. In fact, it’s happened over a million times and by now we know exactly how to deal with it.
But when Fashion icon Alexander Wang “draws inspiration” from your paper bag to launch his new handbag, that’s definitely a first.
Our objective was to make sure our bag was the center of attention online.
Describe the strategy
In less than one day, we gathered all the data needed from Wang’s post to target his followers in real time. We analyzed their patterns, what they commented on, what they liked about his bag and from those insights, we decided to place the bag on the same background and we knew exactly which demographic to spend our 2,827 dollars of boosting to reach the same followers and create the impact we created.
Our target audience were:
1. our followers
2. Alexander Wang’s followers (So people that are interested in McDonald’s but also people that are interested in fashion)
3. Alexander Wang himself
4. The fashion bloggers and influencers
Our approach was a very simple one. We simply put things back into perspective for our 4 main target audiences by simply placing our bag in the same perspective as Wang’s and also directly in the hands of the fashion influencers.
Describe the execution
Our strategy was based on how quick our retaliation was and how fast our response was. It took us just a day to spot Wang’s bag, come up with our campaign, create our post, and post it. And the way we art directed the post was to get the attention of the fashion community. One simple and small parody post then had the power to cross industries and categories from F&B to Fashion. It took on an international scale.
We spent 2,827 dollars and gained back 1.73 million dollars of earned media… that’s 61,000% return on investment.
The 2,827 dollars were spent directly targeting Wang’s followers on Instagram.
List the results
The come back of our paper bag made an impression!
1. Our post turned into a trend, picked up by fashion influencers and outlets.
2. McDonald’s was making fashion headlines and was among the top things trending in pop culture as a fashion icon.
3. The conversation around the bag was massive with social media engagement like never before on our channels.
4. Alexander Wang got inspired some more and went on to collaborate with McDonald’s to launch a whole collection called I’m Wangin’ it! You can read all about it on GQ https://www.gq.ru/style/sumka-awang#intcid=recommendations_default-similar2_09f712be-4ee5-43a8-9f6e-e2676536c01a_similar2-3_entityTopicSimilarity
And here are the numbers:
• 1.73 million dollars of earned media
• 349 + million impressions
• 10% increase in McDonald’s KSA followers