McDonald’s Drives Qualified Engagement with Ogury’s Persona Intelligence Engine

Context

McDonald’s operates in one of Southeast Asia’s most competitive QSR markets, where constant value-led messaging makes it increasingly difficult to stand out. In the Philippines, global and local chains aggressively promote affordability, limiting opportunities for meaningful engagement. While the brand had built strong awareness through McSavers, the challenge was to cut through with more relevant, timely messaging.

Partnering with its agency, OMD Philippines, and Ogury, McDonald’s leveraged Persona Intelligence to drive stronger engagement and measurable business outcomes.

Campaign

The campaign set out to encourage everyday spend, re-engage dormant cardholders, and The Snack & Match campaign was built on a clear insight: in the Philippines, snacking decisions are driven by a balance of affordability, familiarity, and immediate satisfaction. It tapped into Ogury’s Persona Intelligence — targeting personas, not people — to identify consumers seeking a trusted brand that delivers both consistent quality and enjoyment within budget. 

To move beyond broad demographic targeting and deliver messaging aligned to distinct need states, Ogury leveraged three personas: price-conscious shoppers and low-income households, students, as well as snackers and fast-food lovers.

To effectively reach these personas across diverse sites and apps — not just QSR contexts — Ogury qualified audiences by directly asking visitors a few questions, like:

• Do you often crave fast food or have a strong desire for it? (Answer: Yes, often)
• Do you prefer quick and convenient food options? (Answer: Yes)
• I always search for the best deals when I want to buy something. (Answer: Agree)

This strategy was brought to life through persona-specific creative and messaging ensuring relevance at scale while maintaining a consistent brand identity.

Results

The campaign resonated strongly with the intended audience, delivering outstanding results across commercial outcomes.

+39% in Combo Meal Sales vs. Pre-Campaign

By highlighting budget-friendly bundles, the campaign increased the number of combo meals purchased, driving higher-value orders compared to individual items.

+36% in Overall Sales vs. Pre-Campaign 

The campaign delivered a significant uplift in total sales, converting engagement into immediate revenue growth.

“Ogury’s Persona Intelligence technology fundamentally changed how we approached this campaign. By moving beyond broad demographics to real behaviors and motivations, we were able to connect with consumers in a far more meaningful way.

The result wasn’t just stronger engagement, but a measurable impact on business outcomes, driving higher-value orders and significant sales growth. It proves that when you truly understand your audience, performance follows.”

Yves Jan Nacpil

Marketing Director – Value & Total Brand Messaging, McDonald’s Philippines