MCDONALD’S HONG KONG

The global fast-food brand increased downloads for its app at a 15% lower cost per reach by adding standalone Instagram Reels ads and the Advantage+ placement that included Reels to its campaign.

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THE STORY
“I'm Lovin’ It”

Since 1975, McDonald’s Hong Kong has been a part of the city’s social fabric. Serving over one million customers every day, the fast-food giant is constantly looking for new ways to keep growing and giving its customers a next-level experience, both online and offline.

15%

lower cost per reach using standalone Reels ads and Advantage+ placement, compared to business-as-usual campaign

3.5%

lower cost per app install using standalone Reels ads and Advantage+ placement, compared to business-as-usual campaign

12%

lower cost per app install using only Advantage+ placement, compared to business-as-usual campaign

The McDonald’s app provides a whole new level of convenience with its order, pay and take functions. We always want more customers to download and use McDonald’s app, in order to elevate their customer experience. Reels can help us drive new downloads effectively, and it will be part of our media strategy going forward.
KAI TSANG, SENIOR DIRECTOR OF DIGITAL CUSTOMER EXPERIENCE & PARTNERSHIP, MCDONALD’S HK
THE GOAL
Increasing app downloads

McDonald’s Hong Kong wanted to test the effectiveness of Instagram Reels ads to encourage app downloads and attract a younger audience.

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THE SOLUTION

Reels to welcome new app users

To explore using Instagram Reels for its digital campaign, McDonald’s Hong Kong created short video assets as Reels ads, featuring attractive welcome offers in quick cuts to encourage people to download the app.

The campaign targeted ads to a broad audience of people 18–65 years old living in Hong Kong, excluding existing app users. The team used Advantage+ placements to get the most efficient use of its budget while reaching the people most likely to be interested in the app.

McDonald’s Hong Kong then conducted an A/B test between two campaign cells. The first cell included the business-as-usual ads, manually placed. The second cell had the business-as-usual ads plus the standalone Reels ads and used Advantage+ placements that included Reels. The test revealed that the second cell drove considerably higher awareness and downloads. Furthermore, the test showed that only using Advantage+ placements with Reels (without the standalone Reels ads) both increased downloads and lowered the cost per install over the business-as-usual cell.

  • 15% lower cost per reach using standalone Reels ads and Advantage+ placement, compared to business-as-usual campaign
  • 3.5% lower cost per app install using standalone Reels ads and Advantage+ placement, compared to business-as-usual campaign
  • 12% lower cost per app install using only Advantage+ placement, compared to business-as-usual campaign
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