Ogury's McDonald's Case Study

McDonald’s is one of the world’s leading food service brands with more than 36,000 restaurants in over 100 countries and have been serving customers for over 80 years. McDonald’s recently set out to encourage customers to rediscover their love for the taste of their classic menu items. In order to drive awareness of these items, they needed access to technology that could deliver reach with relevant audiences and guarantee consumer privacy protection. To access this technology, McDonald’s relied on their agency partner, Starcom.

Starcom, on behalf of their client McDonald’s, utilized Ogury’s Personified Targeting to build awareness of the brand’s classic menu items. They set out to deeply understand their audience’s behavior and gain insights into lifestyle behaviors.

Challenge

McDonald’s set out to encourage customers to rediscover their love for the taste of their classic menu items. Unfortunately, many brands struggle to achieve effective mobile branding. This is due to the lack of ad visibility and targeting which is invasive, imprecise, lacking in audience intelligence and offers only a limited view of audience behaviors, or relies on publicly available contextual signals. McDonald’s needed an advertising technology solution with audience intelligence to reach relevant consumers and serve them visible and engaging formats in efficient, safe environments.

Solution

Starcom and McDonald’s utilized Ogury’s Personified Targeting solution to build awareness of the brand’s classic menu items. This solution allowed McDonald’s to achieve superior branding performance. Ogury’s new Custom Audience Qualification Survey allowed them to sharpen their audience understanding and reach by asking a bespoke question to qualify audiences, directly feeding into pre-campaign insights and campaign targeting. As the campaign was live, additional budget was added to continue to drive strong performance and an ad recall survey was shared to measure campaign success.

Results

This mobile campaign delivered strong results. It yielded an 88% video completion rate and 97% Fully On-Screen Rate (At 50% duration / 15s per MOAT); therefore, Ogury delivered Full-creative VCR of 85% against a market average of 21% from mobile competitors. Ad recall was also impressive at 87% compared to 50% for the average market, demonstrating that the campaign reached McDonald’s most relevant and engaged audience.

We constantly strive to be the first to shift the needle in the digital advertising industry. Ogury’s Personified Targeting technology enables us to provide superior performance thanks to precise reach with relevant audiences across environments, as well as total user privacy protection. Our clients expect the best and in working with Ogury, we’re constantly able to deliver.

Jacobo Fernandez, Starcom

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Cordaid case study

Cordaid is an international values-based emergency relief and development organization. Amid the global COVID-19 pandemic, Cordaid wanted to create a mobile advertising campaign that raised awareness of its message and encouraged mobile users to engage with a challenge based on Cordaid’s mission: Taking care of others. The challenge, designed by Cordaid, aimed to build long-lasting relationships with these mobile users. To achieve this, they needed a technology partner that could first, identify mobile users who were most likely to become donors, and secondly, reach them with an educational message that would drive qualified traffic to their registration page.

Together with Storm, part of Accenture, they partnered with Ogury to develop a two-phase mobile campaign. Ogury’s activation strategy drove qualified traffic to Cordaid’s registration page and provided powerful insights on their ideal audience profiles, which helped to inform their future advertising strategy.

Challenge

For more than 100 years, Cordaid has been helping people who need it most. With the Coronavirus affecting people worldwide, donations are needed now more than ever. Hence, Cordaid wanted to run an awareness and lead generation campaign on mobile to inspire their key audiences to support others. To achieve this, they needed an advertising technology solution that would enable them to understand their key audiences’ profile and mobile behavior beyond their own website and reach them in a data-safe environment through engaging mobile ad formats.

Solution

Fueled by unique and reliable mobile data insights, Ogury enabled Cordaid to identify its main target audience of potential donors and reach them with a two-phase mobile advertising campaign. First, users were engaged with an innovative video ad format that drove awareness of the cause. Second, these users were shown a static ad format, encouraging them to participate in a five-day challenge to take care of others. Ogury continued to give Cordaid valuable insights after the campaign ended, through its post-campaign personas, which helped to inform their future mobile and targeting strategy.

Results

The mobile video campaign achieved 78.2% Full-creative VCR, surpassing Ogury’s own benchmarks of 67%. The display ad format also scored a 6.2% CTR and an average time spent on the landing page of 168 seconds, demonstrating strong user engagement with the brand’s key message. Finally, the post-campaign personas helped the brand to refine its mobile activation strategy by identifying the most engaged audiences – based on demographics and interests.

We are very happy with the strategy deployed with Ogury and the results we achieved. We now have at our disposal extra key insights about a specific part of our audience that we would never have been able to access without their technology, Ogury Active Insights.

Stefanie Goddijn
Senior Online Strategist at Cordaid (Netherlands)

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