The situation
In the Netherlands, McDonald’s wanted to differentiate itself from competing fast-food offerings while promoting its new Fan Favorites menu.
Beyond driving awareness, the company wanted to understand how its streaming audio campaign influenced brand favorability and intent to try the new menu items. To measure that impact, McDonald’s partnered with AdsWizz and Veritonic to conduct a brand lift study.
The solution
To evaluate campaign effectiveness, McDonald’s launched a brand lift study among adults 18 and up in the Netherlands who regularly dine at fast-food restaurants and use music streaming platforms. Participants were asked how often they visit fast-food restaurants, their overall opinions of various fast-food brands, and whether they intended to try McDonald’s new Fan Favorites menu during their next fast-food visit.
The results
- Brand favorability for McDonald’s increased by 19 points among frequent fast-food diners.
- Purchase intent for the Fan Favorites menu rose by 26 points among frequent fast-food diners exposed to the campaign.
- The campaign also increased purchase intent among consumers who regularly dined at competing fast-food chains, demonstrating its ability to influence audiences beyond existing McDonald’s customers.
Impact
- Streaming audio increased both brand favorability and intent to try the Fan Favorites menu
- The campaign influenced both existing McDonald’s customers and diners who regularly visited competing chains
- Brand lift measurement revealed which audience segments responded most strongly to the campaign
- The campaign demonstrated that streaming audio can influence consideration and purchase intent among fast-food consumers
Technology for a sound world.
