Download the MSN case study compendium - Digital Training ...

COUNTRY: FINLAND Sector: FOOD & BEVERAGESModel behaviour givesMcDonald’s sales extra biteGroundbreaking econometric modelling from Brand Science has establishedonline advertising’s impact on McDonald’s offline sales and helped to boostReturn on Investment (ROI) by optimising media choices. Following hugelysuccessful campaigns in Denmark and Sweden, McDonald’s extended thestrategy to Finland – with spectacular results.Key factsClient:McDonald’smedia agency:OMDTARGET AUDIENCE:Fast food consumers Bannerads across a range of Microsoftchannelskey channels:Banner ads across a range ofMicrosoft channelsThe Briefl Support McDonald’s products andpromotions through online advertisingl Drive increased product salesl Establish online advertising’s impact onoffline salesl Use the research findings to drive continuedimprovements in ROI.The CampaignOnline advertising was used to supportMcDonald’s campaigns in the Premium,Promotion and low-cost categories alongsideoffline activity such as TV. Econometricmodelling through Brand Science then trackedactual product sales, screening out factorssuch as day of the week and public holidays