McDonald's case study

McDonald’s is one of the world’s largest restaurant chains, with over 38,000 branches worldwide. During the pandemic, McDonald’s created a new advertising strategy focused on three key pillars: the promotion of the McDonald’s app, its menus and offers, and food delivery service.

McDonald’s, together with media agency OMD Italy, partnered with Ogury to realize this mobile advertising strategy – reaching and engaging its ideal customer base for each campaign, in a brand-safe and data-safe environment.

Challenge

McDonald’s wanted to use its mobile advertising strategy to stay top of mind and relevant to its customers, reassuring them that, despite the circumstances, Italian restaurants were open and safety measures were in place to protect their employees. Therefore, McDonald’s needed a campaign to promote its app, its menu, offers and delivery services (McDrive and McDelivery). McDonald’s chose Ogury as a tech partner to run a series of CPC campaigns during the first quarter of the year to generate qualified traffic and high levels of app engagement. 

Solution

McDonald’s and OMD chose Ogury to deliver nine campaigns from January to March 2021. Using Ogury Advertising Engine, fueled by unique and safe mobile user data, McDonald’s was able to identify and reach its ideal audience for each campaign. Ogury built a precise targeting matrix according to each campaign’s goal (driving awareness or consideration). The algorithm optimizes every campaign, automatically learning and understanding who the most interested users are with a look-a-like strategy. 

Results

Ogury delivered relevant ads in a brand-safe and fraud-free environment and achieved outstanding results. With a strong understanding of the brand’s ideal audience and a user-focused approach, the campaigns achieved an average of 10.2% CTR, 41% over the benchmark. It also recorded an overall average viewability of 91%, 99% in brand safety and 0.1% invalid traffic. 

We often select Ogury for its ability to pinpoint the required audience with precision, according to each campaign and the strategy of the moment. Thanks to Ogury Advertising Engine, we are impacting the right audience by improving the user’s advertising experience and far exceeding the set objectives. 

McDonald’s Italy

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Bose blog header

Bose, a market-leading premium audio equipment company, needed help discovering a new audience for the European launch of Sleepbuds. As a new product line for the company, Bose required a technology partner that could effectively uncover consumers who would most benefit from its sleep-enhancing solution while also respecting user privacy laws such as GDPR.

Bose worked with Ogury to identify and attract its ideal users and recorded breakthrough results with CPC and video mobile campaigns inspired by these insights.

Challenge

Sleepbuds are an in-ear solution designed to aid those who suffer from poor quality sleep by masking unwanted outside sounds with white noise and other soothing audio signals. Bose was entering unfamiliar territory by introducing a new product line and needed to effectively identify and attract consumers who would most benefit from its sleep-enhancing solution. Additionally, Bose had to ensure that any technology partner it worked with would be able to deliver mobile data-fueled campaigns in compliance with privacy legislation such as GDPR.

Solution

Through Ogury’s User Engagement solution, existing users were cross-referenced with the audiences of sleep-related apps, anti-snoring websites, and more to build a comprehensive user profile. Ogury revealed affinities for these sleep-related issues and that users were 2.5 times as likely to own travel apps compared to the average. Creative campaigns inspired by these insights were shown to users across Europe. Targeting was continuously refined using Ogury’s User Affinity Engine to ensure Bose’s ideal audience was identified and attracted.

Results

By studying the mobile user journeys of Sleepbuds’ ideal users, Ogury was able to deliver breakthrough campaign results across all territories. An average VTR of 1.73 times higher than industry standards was achieved in video campaigns, with over 1 million completed views. The CPC campaigns registered an average CTR of 7.81 times higher than industry standards, with an average re-engagement rate of 20.46% through Ogury’s unique bookmark feature.

Ogury’s User Engagement has enabled us to filter through the noise and uncover the passion points of our ideal users. The Ogury methodology has empowered us to identify those consumers who would most benefit from Sleepbuds, with the subsequent campaigns producing outstanding results.


Jorma Kremser
Global Media Manager, Bose Corporation

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