Objective
Drive awareness and engagement for McDonald's McCrispy Strips through premium YouTube creator media with precise audience targeting.
Audience
Gaming and entertainment audiences on YouTube, reached through McDonald's affinity targeting for precise alignment.
Challenge
Cut through in a high-attention creator environment and deliver measurable engagement at scale for a new product launch.
Launching a new menu item in a crowded fast food category requires more than broad reach. McDonald's needed to land McCrispy Strips in front of the right audiences, in the right environments, with creative that could hold attention and drive action.
The strategy combined precision-targeted pre-roll with added-value placements to maximize both paid and incremental reach, deploying across a diverse mix of gaming and entertainment creators to extend learning for future campaigns.
