McDonald’s Ohio franchise group wanted to raise awareness with students at colleges throughout the state by promoting National Coffee Day and late-night ordering through Uber Eats.
McDonald’s contracted with OnCampus Advertising (OCA) to help get the word out to college students at 10 universities in Ohio. OCA developed a multi-channel campaign using student social influencers, sampling and college newspaper ads. Over 30 student brand ambassadors distributed coffee cups and coupons to create excitement around National Coffee Day and McDonald’s. The campaign continued throughout the semester with student social media posts and newspapers ad.
As is typical with student “nano” influencers, McDonald’s saw a high engagement rate on the content posted by the BA’s, with 32,000 likes and video views. The high engagement rate coming from peers, as opposed to followers of professional influencers, helped make the McDonald’s messaging seem more authentic and led to superior results for the campaign.