McDonald’s Australia, MACCA’S REMIXED, (2021)

AGENCY: DDB Sydney

ROLE: Social strategY

In 2021, McDonald's (or Macca's, as it’s known to Aussies) celebrated 50 years down under. 

As part of their nation-wide birthday party, they wanted to connect with their existing superfans and re-engage with people who may have drifted away from the brand – all while turbo-charging brand love. 

Alongside the golden arches and Big Mac, Macca’s iconic jingle – ba da ba ba ba – is one of the most recognisable parts of the brand and an audio icon. So, the we knew we wanted to leverage this iconic sound and stand out on TikTok by connecting the community authentically and giving its audience the chance to play with the sound and ultimately its brand codes. 

With the community already playing organically with the brand on TikTok, Macca’s knew this was a natural fit for the platform. 

The Idea 

In partnership with the team at TikTok, we helped McDonald’s do something that had never been done before by any brand on platform globally with this campaign; they asked six up and coming Aussie artists from a spread of musical genres to reinterpret the jingle with their own musical flares.  

Each creator brought their own special sauce to the brief: violinist @joelsvnny had cinematic drama, @h3rizonmusic showed off their acapella nous. Rapper @jaycee spat some bars, @mikaela_swan showcased incredible skills in drumming, @jhekhoos bought a laid-back acoustic spin and @djparislawrence created the remix to remix them all.  And by partnering with a diverse range of creators, Macca’s was able to show up in unexpected ways to many different communities. Those audio beds now live on the platform as a tool for Macca’s and every-day Aussies to celebrate the brand and continue to drive brand love. 

The Results 

This fit for platform campaign showed the power of sound-first creativity on TikTok as a powerful brand-building tool. 

  • View-through rates of all creative performed 42% above benchmark at 10.28%, indicating high community interest. Total impressions hit an impressive 41.2M. 

  • There was a 34.9% increase in ad recall, over 10k comments, and 400k likes. This indicated the campaign not only stayed with users but also authentically encouraged fan engagement.

  • The One Day Max placement performed incredibly well with a 12.56% view-through rate - 105% better than the benchmark.