The pandemic fundamentally changed the way brands operate, particularly when it came to online sales. Amid the peak of the nation’s COVID-19 crisis, with extended lockdowns and social distancing measures, many brands who previously relied on bricks-and-mortar trading had to look at new ways to reach customers.
In the wake of these unprecedented events, Ronald McDonald House Charities (RMHC), McDonald’s, and their agency OMD turned to Amazon and Amazon Ads for its 30th McHappy Day campaign.
McDonald’s and RMHC have had a successful long-term partnership in Australia, working together to raise more than $61 million. RMHC provide a range of Programs to help families of seriously ill and injured children stay together and close to the care they need, including the Ronald McDonald Houses. Much of the Mchappy Day fundraising dollars had traditionally been raised in restaurants on McHappy Day, with Aussies buying a Big Mac or donating the funds.
Facing genuine concerns about in-store fundraising prospects, Amazon Ads’ was charged with helping to increase virtual awareness of McHappy Day, RHMC and ways to donate, and creating an easy, contact-less way for people to donate during the campaign period.
Tap into your audience’s mind-set
The Amazon Ads team worked closely with McDonald’s and RMHC from the outset to determine the campaign audience.
Traditionally, the brands’ audience had been parents and families who could emotionally connect with the work of RMHC, but McDonald’s and RHMC were keen to also engage an emerging audience: consumers seeking out brands with purpose.
Social causes have become increasingly important to adult Gen Z and young adult demographics: according to Forbes, they are now actively looking for brands that support wider societal issues and make a positive impact. [1]
The Amazon Ads team used these insights and defined audience groups to shape the campaign focus, ensuring it celebrated the organisations’ long-term partnership and commitment to helping others.
Emotionally connect in an authentic, creative way
Amplifying humanity was the cornerstone of the McDonald’s, RMHC and Amazon Ads’ campaign, sharing RHMC’s history of supporting families with seriously ill or injured children. The creative focused on sharing the stories of families that have been supported by RHMC through fundraising initiatives including McHappy Day. It aimed to capture people’s hearts, while also showcasing the culture of both the McDonald’s workplace and RMHC, who have worked tirelessly to bring staff along on the journey.
Ensuring the creative content was authentic was another important element. According to Zeno’s global Strength of Purpose survey, today’s customer wants to shop with businesses that not only champion causes, but make good on supporting them. [2] The McDonald’s and RMHC relationship is a true example of a good brand purpose partnership. Showcasing this authentic alignment was key, particularly its longevity, consistency and tangible results.
Think outside-the-box
Pandemic conditions forced McDonald’s and RMHC to employ new fundraising tactics. For the first time, McHappy Day took their fundraising effort online, launching McDonald’s Australia as a seller on Amazon.au, which was exclusively home to the limited-edition Birdie the Early Bird Silly Socks – the 4th Silly Sock design in McHappy Day 2021’s Silly Sock range..
The launch of this online channel was supported by an omnichannel Amazon Ads campaign that helped reach relevant audiences across a custom landing page, ad placement across key Amazon.com.au pages, and Sponsored Products.
The results
The campaign recorded a staggering 5.5M impressions and 31,724 page views.
Amazon Ads were there every step of the way, providing not only advertising support, but helping the McDonald’s team navigate their new online channel.
This campaign is a solid example of how utilising different marketing channels can yield new results, and the need for agencies to diversify to deliver ROI. Amazon Ads helped McDonald’s and RMHC deliver a dynamic, effective campaign to a new McHappy generation. Additionally, the total 2021 McHappy Day campaign helped to raise more than $5 million for RMHC, continuing to support their vital work in the community.
To learn more about Amazon Ads’ offerings, click here.