Objective:
The Big Mac has been an iconic menu item since 1968, loved by older generations, but McDonald’s wanted to spark the same enthusiasm among Gen Z. With Gen Z emerging as Pinterest’s fastest-growing audience—half of them visiting the platform monthly for inspiration—it was the perfect place to launch a fresh, creative campaign that resonated with this tech-savvy and trend-driven group.
Approach:
McDonald’s knew they needed to move beyond traditional advertising to truly connect with Gen Z. This audience uses Pinterest to explore ideas for fashion, beauty, and home, so the campaign had to be immersive, fun, and aligned with how they engage on the platform.
Enter the “Inspired by Big Mac” campaign. In collaboration with Cossette Toronto, McDonald’s created playful, visually striking content inspired by the Big Mac. From nail art to outfit ideas, the campaign used the burger as a muse, capturing Gen Z's attention with content that felt fresh and native to Pinterest.
The campaign didn’t stop at creative visuals. McDonald’s launched a Big Mac-themed board organized by color to represent the layers of the burger, offering a unique browsing experience. To drive deeper engagement, they hosted a contest where users searched for hidden Big Macs on the board, leaving comments for a chance to win a free Big Mac.
Partnering with media agency OMD and creative agency Cossette, the campaign celebrated the Big Mac’s cultural influence while encouraging Gen Z to interact with the brand in new ways.
Results:
The campaign delivered exceptional results, engaging Gen Z in a way that felt authentic and exciting:
64% higher engagement rate compared to benchmarks.
25% lower CPM on video ads than industry standards.
By blending creativity with smart targeting, McDonald’s reintroduced the Big Mac to a younger audience, proving that even an iconic classic can feel fresh and exciting with the right approach. Pinterest provided the perfect platform to turn inspiration into engagement, leaving Gen Z hungry for more.
Reference:
Pinterest Business, McDonald’s Success Story, available at: https://business.pinterest.com/success-stories/mcdonalds/ [Accessed 14 January 2025].
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