McDonalds: Bitmoji Famous (Snapchat Acquisition)

With the growing popularity of personal avatars (such as Bitmoji) we created a brand acquisition experience that not only allow followers to showcase their digital self interacting creatively with the brand, but also for the brand to showcase the most creative entries to the world making them “Bitmoji famous”. Recognized by Snapchat’s as it’s best preforming acquisition campaign of the quarter in Canada, and the highest. swipe up rates McDonald’s has had to date (more learnings below).

Graphical ads featuring silhouetted Bitmoji invited viewers to follow McDonald’s Canada, unlock their exclusive filters, and get their shot at BItmoji fame.

Daily stories introduced each new brand filter / theme and instructed viewers on how to enter.

Half way through the day we followed up with some of the brands favourite entries to encourage viewers to keep submitting. (to the right you can see an example of another daily filter).

Finally at the end of the day, the entries that got the part were showcased. Above is a montage of a bunch of those across various filters.

Snapchat learnings:

• best performing self-serve Snapchat ad in Q4, across all of Canada. Likely due to the interactive nature of the ad and that it encourages a community mindset.

• The swipe up rate in particular is the highest McDonald’s has had.

• Despite a relatively complex submission process, users quickly grasped the concept and submitted record amounts of UGC.

• Descriptive first frame helped offset drop-off rate. Fans were able to understand the campaign from just one frame.

• Fans were highly engaged with content, with many sending multiple pieces of UGC.

• Record number of screenshots for any campaign.