Case Study: McDonald’s

Key Results

Consistently on-brand creatives adhering to McDonald's strict global guidelines

High-performing ad visuals contributing to successful recruitment campaigns

Scalable design process adaptable to multiple franchisees across the UK

Key Results

Consistently on-brand creatives adhering to McDonald's strict global guidelines

High-performing ad visuals contributing to successful recruitment campaigns

Scalable design process adaptable to multiple franchisees across the UK

CLIENT

McDonald’s

SERVICE

Graphic Design
Social PPC

INDUSTRY

Hospitality

CLIENT

McDonald’s

SERVICE

Graphic Design
Social PPC

INDUSTRY

Hospitality

The Brief

Following the success of our work with Ex Animo Foods, multiple McDonald’s franchisees across the UK approached OCPR to assist with their recruitment needs. A crucial aspect of this work was creating impactful ad creatives that strictly adhere to McDonald’s global brand guidelines while effectively attracting potential employees through Facebook Ads campaigns.

KPIs

Adherence to McDonald's brand guidelines

Ad creative performance (Click-through rates, Engagement rates)

Overall recruitment campaign success (Applications, Cost per Application)

THE CHALLENGES

Strict Brand Guidelines: McDonald’s has one of the most recognisable and tightly controlled brand identities in the world. Creating fresh, engaging content while strictly adhering to these guidelines requires a delicate balance of creativity and precision.

Diverse Recruitment Needs: Different franchisees across various locations have unique recruitment requirements, necessitating a flexible yet consistent approach to design.

Standing Out in a Crowded Space: With the hospitality industry facing widespread recruitment challenges, our designs needed to capture attention and drive action in a competitive social media landscape.

THE WORK

Brand Guideline Mastery: Our design team thoroughly studied and internalised McDonald’s comprehensive brand guidelines, ensuring every visual element, from colours to typography, aligned perfectly with the global McDonald’s brand.

Tailored Creative Concepts: We developed a range of creative concepts that showcased the benefits of working at McDonald’s while maintaining the brand’s friendly and approachable image. These included visuals highlighting career progression, flexible working hours, and team camaraderie.

Adaptable Design System: We created a flexible design system that allowed for quick customisation of ad creatives for different franchisees and locations, ensuring consistency while addressing specific local needs.

Continuous Optimisation: By closely monitoring the performance of our ad creatives, we consistently refined our designs to improve engagement and click-through rates, directly contributing to the success of the recruitment campaigns.

THE RESULTS

Brand Consistency: Our designs have consistently met and exceeded McDonald’s stringent brand requirements, earning praise from franchisees and regional marketing teams.

Campaign Performance: The high-quality, on-brand visuals have contributed significantly to the success of our Facebook Ads recruitment campaigns, helping to maintain low costs per application and high engagement rates.

Scalable Success: Our design process and expertise have proven scalable, allowing us to support multiple McDonald’s franchisees across the UK with equally impressive results.

OCPR’s partnership with McDonald’s franchisees demonstrates our ability to work within the constraints of a globally recognised brand while delivering creative, high-performing ad designs. Our work has not only contributed to successful recruitment campaigns but has also reinforced McDonald’s brand consistency across various local marketing efforts. As we continue to refine our approach and adapt to evolving recruitment needs, we look forward to supporting more McDonald’s franchisees in attracting top talent through visually compelling and on-brand social media campaigns.

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