What we can learn from McDonald’s in contextualising campaigns

The key to any successful marketing campaign is connecting with your core audience of existing and potential customers. Fast food giant McDonald’s recently took this up a gear, launching a digital billboard campaign that specifically targeted drivers caught in traffic jams.

By using local traffic data and understanding where the most congested areas are at any one time, McDonald’s can schedule and launch targeted billboard advertisements with the intention of prompting them to visit one of their nearby restaurants. An example of this is one billboard that shows the message “Stuck in a jam? There’s a light at the end of the tunnel” alongside McDonald’s iconic logo.

The Traffic Busters billboard campaign will run from the 6^th to the 15^th of November. Once the success of the campaign has been established, we will likely see the roll-out of similar campaigns both for McDonald’s and other brands. But what does this campaign teach us about marketing more widely?

A campaign like this simply couldn’t be possible without harnessing the power of data. Without an understanding of which roads are busiest and their high-traffic times, the campaign wouldn’t connect with its audience on the same level. It works because it is relevant and targeted — something all marketing campaigns should be, regardless of whether they are online or offline.

So, how can you use data to drive forward your digital marketing campaigns? Here are some top tips:

Understand what your audience is looking for and when

If you’re creating content in support of your digital marketing campaign, you’ll need to understand what your customers want. Create an in-depth content calendar that considers seasonal events and topics. Use keyword research and other online tools to establish what users are searching for and how they are finding your site. Make sure the content you produce is available in advance to capitalise on peak search interest.

The same applies to paid search too. Establish what products are most popular and at what times, and adjust your bidding strategy accordingly.

Collect performance data

Implement key performance metrics and tracking so you can understand how your campaign has performed. This performance data should intrinsically link with your campaign aims, whether that’s increasing brand awareness, driving traffic or improving conversions and ultimately sales. Establish a review process to learn from your campaign’s strengths and weaknesses to create stronger campaigns in the future.

At Mediaworks, we adopt a data-driven approach to all of our digital marketing campaigns. Find out how we can support your next campaign using by contacting us using the form below.