MacDonald’s: Our Food, Your Question
Unlike the American consumers, Canadians are a lot more concerned over their health. Every time there is a negative rumour about MacDonald’s, sales in Canadian MacDonald’s fluctuates more drastically.
In order to confront rumours, and convert negative preconception into a positive brand image in Canada, MacDonald’s began a campaign called “Our Food, Your Questions”. MacDonald’s created a digital platform where consumers posted questions about the food, and it used Youtube to promote its new platform. It enabled users to use Twitter or Facebook account to post variety questions which ranged from food poisoning to hormones used on the cows, and these questions were simultaneously answered by team of experts. A few of the critical questions were answered in 3-5 minutes long videos, so that it could be shared on Youtube and other Social Media Platforms to educate broader audience of consumers as well. For some question uploaders, McDonald’s gave them a tour around their kitchens, creating an impression that MacDonald’s is strongly connected to the consumers and that it is always ready to answer consumers’ questions. Questions uploaded on the platform and the clip of consumers touring MacDonald’s kitchen became a resource for their TV/Online advertisements as well.
MacDonald’s answered roughly 20,000 questions, and this led to 2 million visits in total. Website visitors on average stayed on the web for 4.5 minutes, reading 12 questions and answers. Its Youtube video, for example, were viewed 14 million times. According to research done by Environics, MacDonald’s credibility as a company rose by 8.5%, and credibility ratings for its food rose by 73% as a result of this campaign.