Driving brand love for McDonald's 50th birthday by remixing their iconic brand audio
As part of its nationwide birthday party, McDonald's (Australia) wanted to connect with its existing super-fans and re-engage with people who may have drifted away from the brand – all while turbo-charging brand love.
Alongside the golden arches and Big Mac, Macca's iconic jingle – “ba da ba ba ba" – is one of the most recognisable parts of the brand and an audio icon. So, the brand wanted to leverage this iconic sound and stand out on TikTok by connecting with the community authentically and giving its audience the chance to play with the sound.
With the community already playing organically with the brand on TikTok, Macca's knew this was a natural fit for the platform.
McDonald's worked with TikTok Creator Marketing Solutions to find creators on TikTok Creator Marketplace to deliver the campaign. The brand worked with six up and coming Aussie artists from a spread of musical genres to reinterpret the jingle with their own musical flares.
Each creator brought a unique lens to the brief: violinist @joelsvnny had cinematic drama, @h3rizonmusic showed off their acapella nous. Rapper @jaycee spat some bars, @mikaela_swan showcased incredible skills in drumming, @jhekhoos brought a laid-back acoustic spin and @djparislawrence created the remix to remix them all.
Each creator brought their own special sauce to the iconic jingle, and by partnering with a diverse range of creators, Macca’s was able to show up in unexpected ways to many different communities.
This fit-for-platform campaign showed how sound-first creativity on TikTok can be a powerful brand-building tool. View-through rates of all creative performed well above the benchmark at 10.28%, indicating high community interest. Total impressions hit an impressive 41.2 million.
There was also a 34.9% increase in ad recall, more than 10,000 comments, and 400,000 likes. This indicated the campaign not only stayed with users, but also authentically encouraged fan engagement through the use of diverse creators.
“Over the past 50 years, Australians have a rich history of making our brand their own, having christened us 'Macca's' for generations, so the launch of this campaign was a fantastic way to celebrate our ongoing connection with the local audience. With creativity on TikTok being underpinned by great sounds, it just made sense for us to work together to open up our famous jingle to our community and allow them to remix it for our anniversary."
Chris Brown, CMO
Excited to start your own creator-led campaign? Visit TikTok Creator Marketplace and start discovering new creators for your brand!
*This success story was first published on TikTok for Business (Australia).