McDonald’s Deutschland (Germany) knew it needed to get a way in with the coveted millennial generation. After all they are fast becoming a significant customer base, and they aren’t as easy to find on traditional marketing sources. So McDonald’s Deutschland went to them, and created a Snapchat channel to talk to millennials where they currently are. McDonald’s Deutschland’s Snapchat account is handled by advertising agency Leo’s Think Tank, and so we had a conversation with Sascha Klein, their Director of Content Marketing and Social Media.
When the content is authentic and real, product content performs better than influencer generated content, which is a notable departure of the norm many brands of Snapchat had accepted.
McDonald’s Deutschland indentified Snapchat as a key platform to engage with millennials. The channel’s unique design and authenticity are particularly important factors for the brand, and they have realized it is incredibly easy to “talk” to that generation when compared to other channels. The brand utilizes both influencer take overs and product staging as ways to engage with the platform, with a surprising result. When the content is authentic and real, product content performs better than influencer generated content, which is a notable departure of the norm many brands of Snapchat had accepted. Data provided by Snaplytics confirmed that original content, content that is funny and feels real, has a wider appeal than just attaching a notable name to a Snap story. Although this remains true, McDonald’s Deutschland turned to influencers to kick off their account considering they could plug in to an existing user base and not have to find followers on their own.
They print out their Snapcode on their menus and share it constantly on other channels were growing a user base is more organic
Their content is organized around their promotions entirely, which again may be a departure of how other brands do Snapchat, but it’s something that has worked for them. Snapchat is a component of an overall, larger campaign and compliments their information outflow in targeting a generation that perhaps they could not have reached without the channel. Although their promotions make it on Snapchat, McDonald’s Deutschland also utilizes multiple other touchpoints to share their Snapchat account. They print out their Snapcode on their menus and share it constantly on other channels were growing a user base is more organic. Snapchat’s challenges come in the shape of it being tough to get random followers. They would either have to know your username, or have access to your Snapcde or deep link, although this may change with recent app updates. By printing their codes on their menus and sharing it on other social media channels McDonald’s Deutschland is making sure they constantly help the account grow.
Per Leo’s Thjnk Tank, Snaplytics allowed them to provide proof to their clients that Snapchat was worth the investment. It helped make a notoriously unmeasurable platform, measurable
Snapchat allows a direct engagement with potential customers and the brand is taking advantage of that with how it handles content. They did not expect to have a venue that was so “down to earth” and unique. If the influencers they hire do not produce content that appears to be original and authentic, they immediately see a drop in their stats on their Snaplytics dashboard. Although they make sure to look at all stats, the brand is particularly interested in a combination of completion rate and open rate, this produces an accurate engagement rate they can use to continue to shape content. Per Leo’s Thjnk Tank, Snaplytics allowed them to provide proof to their clients that Snapchat was worth the investment. It helped make a notoriously unmeasurable platform, measurable.