Golin

My team and I collaborated with McDonald's to strengthen the company's brand trust by leveraging human-centric storytelling. Take a look at how our programs came to life!

Brand Trust

About Brand Trust

Brand trust reflects the respect and loyalty customers feel toward a brand. Over time it plays a crucial role in driving a brand's success. In the case of McDonald's brand trust platform, we consistently amplified several cultural moments around McDonald's consumers and Crew (restaurant employees). Our core objective: Increase brand trust by 50% over a three-year period.

By leveraging cultural influence and assessing engagement beyond metrics, the company was deemed "cool again," by the Wall Street Journal in 2022 (less than one year into the platform).

Screenshot 2022-11-25 at 9.39.38 p.m..png

Thank You Crew

Thank You Crew is part of McDonald’s brand trust platform, celebrating restaurant Crew members nationwide. Its content is directly led by customer stories — shared via thankyoucrew.com — about Crew members going above and beyond in service of people and their communities. Stories are then shared with corresponding local restaurants whose leadership tailor gestures of appreciation for individual Crew members.

The interactive experience of Thank You Crew cultivates lasting feel-good moments with McDonald's, its Crew and customers. Check out the Crew stories that my team amplified HERE.

Round-Up for RMHC

Ronald McDonald House Charities (RMHC) keeps families together while children experience long hospital stays. Parents and siblings are housed in a Ronald McDonald House free of charge with comfortable amenities so they can focus on their child's wellness.

To highlight how rounding up spare change at McDonald's supports RMHC, we partnered with micro- and mid-tier influencers — young parents from Millennial and Gen Z audiences — who inspired their communities to round-up their McDonald's order for RMHC.

HERE is one of 15 social media posts my team and I coordinated with influencer partners, garnering a total 2.2M impressions.