McDonald’s Philippines turned to YouTube to help promote its bigger, crispier, juicier Chicken McDo during the 2024 holiday season, showing how a focused digital campaign could bring in results for both brand awareness and sales.
The campaign aimed to make the improved Chicken McDo stand out at a time when competition is at its peak. To do this, McDonald’s Philippines launched a YouTube-first strategy that presented the Chicken McDo as larger, crispier, and juicier, messages clearly targeted at attracting hungry customers during the Christmas season.
The campaign didn’t stop at product highlights. McDonald’s followed it up with videos promoting McShare group meals, which fit perfectly into family gatherings and celebrations during the holidays.
Boost in reach and revenue
McDonald’s said it reached over 92% of YouTube users in just two months with an average of 15.5 ad impressions per person. The company reported a 15% increase in revenue during the campaign period compared to the previous quarter. It also saw growth in both brand recall and online searches.
“YouTube has been a long-standing and trusted partner in helping us cut through the clutter and better connect with our audience where they’re most engaged. Its reach and ability to spark more meaningful engagement allowed us to spotlight our bigger, crispier, juicier Chicken McDo—ultimately driving business results during one of the most competitive seasons of the year,” said Ashley Santillan-Delgado, marketing director, McDonald’s Philippines.
YouTube’s role in success
Google, which owns YouTube, noted that the campaign showed how digital storytelling can be effective when paired with the right platform.
“McDonald’s Philippines’ success is a testament to what’s possible when great storytelling meets the right platform,” said Prep Palacios, head of Industries at Google Philippines. “We’re grateful for their trust in Google and YouTube, and this partnership proves that brands can engage relevant audiences and deliver real business outcomes, even in the most crowded moments of the year.”