challenge

Reinvigorate McDonald’s AACM (African American Consumer Market) Twitter handle (formerly @McDScene, currently @365Black) and develop social media strategy, aligning with McDonald’s overarching Lovin’ Lens campaign by amplifying PR programs and reinforcing AACM marketing pillars - recognition, reciprocity and authenticity. – while growing overall reach and engagement.

Approach

• Leverage internal research and insights to guide overall strategy

• Identify McDonald’s AACM Twitter handle voice

• Secure social media influencer(s)

• Incorporate rich content (images and video)

• Develop crisis communications plan for Twitter handle name conversion (@365Black)

RESULTS

• Secured social influencer Luvvie Ajayi (Awesomely Luvvie) to takeover McDonald’s Twitter handle during EssenceFest and McDonald’s 365Black Awards

• Curated consistent rich content (video & images) 

• @365Black Twitter account’s reach increased by 280%+

• @365Black Twitter account’s engagement increased by 350%+