MCDONALD’S HONG KONG

For the launch of a new plant-based menu item, the global quick service restaurant brand used Instagram Messaging to distribute redeemable QR codes and drive sales, which resulted in 62% of QR codes being redeemed by customers across Hong Kong during the campaign period.

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THE STORY
Continuous innovation for customers

Serving meals to Hong Kong since 1975, McDonald’s Hong Kong is one of the top-performing McDonald’s marketing operations in the world. The business believes in continuous innovation and digitizing customer experiences.

103,063

total Direct Messages triggered by Instagram Messaging

62%

of coupons distributed via Chat were redeemed

37%

engagement rate for the campaign post

With the Instagram experience, we were able to reach our target audience quickly and effectively, resulting in the successful distribution of 100,000 muffins in a short period of time. The experience allowed us to streamline our customer engagement process, improving efficiency and providing a seamless experience for our customers. We were thrilled to receive an overwhelmingly positive response from those who tried our products, with many expressing their love for the taste and quality.
KAI TSANG, SENIOR DIRECTOR OF DIGITAL CUSTOMER EXPERIENCE & PARTNERSHIP, MCDONALD’S HK
THE GOAL
Gain in-store sales

McDonald’s Hong Kong wanted to reach out to the younger generation on Instagram and drive sales for the launch of its NEW LUNCHEON Meat McMuffin with Egg.

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THE SOLUTION

Attracting customers with an Instagram experience

To promote its new plant-based menu item, the NEW LUNCHEON Meat McMuffin with Egg, McDonald’s Hong Kong ran an Instagram campaign with the end goal of distributing 100,000 new menu items. McDonald’s Hong Kong chose to use Instagram, because it recognised that its core younger audience frequently uses this platform.

The campaign used Instagram Messaging to carry out the campaign. People who followed the McDonald’s Hong Kong Instagram profile and commented “I’m a Green Lover” on the campaign post were sent an automated message via Instagram Direct with a unique QR code that could be redeemed at any McDonald’s Hong Kong outlet.

By using Instagram to distribute QR codes, McDonald’s Hong Kong was able to innovate and expand the coupon redemption experience beyond the McDonald’s app. This automated process also allowed McDonald’s Hong Kong to reach more customers efficiently while streamlining operations and reducing the amount of work required to distribute the QR codes.

McDonald’s Hong Kong’s Instagram campaign drove high engagement and offline sales. The campaign ran from April 28–May 8, 2022 and achieved:

  • 103,063 total direct messages triggered by Instagram Messaging
  • 62% of coupons distributed via Chat were redeemed
  • 2.5X increase in followers for the McDonald’s Hong Kong Instagram profile
  • 37% engagement rate for the campaign post

Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.

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