The objective was to Improve McD's reputation amongst 16-21 year olds and increase job applications, whilst delivering a campaign sensitive to the fact pretty much everything they launch comes under attack.

Research spelled out working at McDonald's was considered unglamorous, with little understanding of benefits and career progression. But there was a contrasting narrative voiced in interviews with employees — we heard endless stories of how McDonald’s enabled employees to achieve their goals both inside and outside of work. 

The idea was to lead with authentic stories that showcased how McDonald’s empowers young people to do the things that are really important to them — that no matter who you are, and where you’re going McDonald’s can be a part of it. 

Critical to success was a career website with the ability to first unpack and bring to life the people stories driving the campaign, and then effortlessly transition users into understanding relevant roles, associated benefits and develop the confidence to apply.

Within the first four months of the campaign, compared to the previous year, there was a 20% increase in the perception of jobs at McDonald's, a 27% rise in applications, and an 18% rise in hires.

Credits: ThirtyThree