McDonald's
Getting McDo+ installed, and getting it used
Delivery and optimisation of a mobile display campaign for the McDo+ loyalty programme: the goal did not stop at the install, but at the cost of an order placed through the app.
The context
McDo+ is McDonald’s loyalty programme in France: it lives in the app, where points are collected and orders are placed.
For a quick-service restaurant network, the app is not just another channel: it is where frequency is won. A customer who orders through the app comes back more often, and the brand knows what they order.
The question, then, was one of usage: how do you get a customer who already comes to the restaurant to install the app, and above all to use it?
What we did
A mobile display campaign, delivered and optimised continuously, designed to generate installs and usage, both together.
Optimisation does not stop at the download: it targets the cost of an order placed through the app, which shifts media decisions towards the placements that bring in active users rather than dormant installs.
Results
The conversion rate of the installs generated triples, for an average return on investment of 11.
- A campaign steered on app usage, not on downloads alone.
- Delivery and optimisation carried out continuously on mobile display.
