DRIM and Madison World’s Campaign Success
When it comes to matters of taste, the fast food franchise McDonald’s has found its way onto the Indian palate. With over 26 years of presence in the country, it has always been a popular choice among youngsters. The golden arches have remained synonymous with their food and popularity thanks to their phenomenal service, prime locations, and traditional and modern marketing methods.
DRIM, India’s first performance influencer marketing platform, in a recent campaign with Madison World, delivered 27.2k for McDonald’s South and West while reaching an online audience of over 31 million. Over 3000 Instagram reels and YouTube shorts were floated around social media and received 20,000+ positive comments, proving the massive brand call in just 8 months. In addition, the overall numbers for the campaign are growing continuously, and new publications are being added each day as the campaign progresses further.
Imran Ansari, Business Director at Madison World: “The campaign has provided a full-funnel benefit to us. Write from awareness to conversions. What stood out was the learning capability of the tool coupled with the manual brand checks by the team. Look forward to more”
Let us dig deeper into how we achieved these numbers.
Objectives of the campaign
The campaign's goals have been clear since the beginning.
- To increase the flow of direct orders on McDonald's application and website.
- To track the performance of influencer campaigns to assess their effectiveness
- Strengthening the brand image in the South and West of India
- Reaching a new audience segment that had not been targeted previously
The success criteria of the campaign was an order placed by a user on the app or the website.
The working methodology of DRIM
DRIM, is India’s only performance influencer marketing platform that offers brands to work with over 2.5 lakhs of micro-influencers on the Cost-Per-Action Model. According to this model, influencers get paid whenever a follower performs a desired action. In this case, the action was an order placed on the app by using promo codes that offered users a unique benefit. Such a model benefits both parties as advertisers pay only for actual results, and influencers get paid rightfully for every single order they bring.
DRIM offers this model of work due to its flagship algorithm and technology stack that identifies influencers and segments with the highest potential to bring results for each brand. This ensures that brands can justify their ROI on marketing spend through actual results.
From the beginning of the campaign with Madison World, the goal was to identify the right mix of influencers who could drive awareness for the brand in the South and West while also driving paid actions. In total, 51,000+ influencers applied for the campaign, while only 7,000 of the best influencers were approved based on engagement rates, relevance and blog niche.
The active influencers on the campaign were able to drive 22,600+ new users to the brand.
The campaign primarily included mega, micro, and Nano influencers instead of large celebrity influencers who may have a huge follower base but a disengaged, inactive audience. As DRIM has proven expertise in content creation and knows what kind of content works for different audiences, influencers were educated on creating content that would engage their audience and, as a result, increase sales. The plan was to also regularly optimise the campaign using in-built accumulated analytics within the DRIM platform.
Snapshot of one of the publications (Instagram reel) done at the project
Starting the campaign and focusing on the results
From the beginning of the campaign, DRIM’s focus was on ensuring that the brand safety of McDonald's was maintained. While choosing food bloggers only for the campaign seemed like the obvious choice, DRIM’s ML platform identified other converting segments such as family, lifestyle, entertainment, photography, and more that had the potential to bring results for the brand. During this learning phase, several niches were tested to identify those that were resonating the highest with the campaign. Due to DRIM's massive collection of data and insights, the growth pattern was quickly identified.
After the initial few weeks, it was identified that the most relevant blogger niches bringing the highest conversions were Food & Cooking, followed by Family, Life Hacks, and Discounts. The exact numbers are mentioned below in the infographics:
The selected bloggers did a massive number of 3800+ publications across social media platforms like YouTube, Instagram, Telegram, Meta (Facebook), and MX Taka Take. As per the infographics below, 186 mega influencers posted 510 posts, 1075 micro bloggers posted 1686 posts, and 806 Nano bloggers posted 1141 posts.
Within these platforms, the algorithm identified that Instagram was the one that delivered the best results (Fig. below). It also determined the type of Instagram layout that worked best for the campaign and then used this knowledge to grow it further. Among reels, stories, shorts, and IGTV, the algorithm identified reels as the best-performing type of publication that brought the highest number of CPAs (see Fig. below). While reels performed the best due to the engaging nature of the content, the next followed stories where bloggers used stories to reshare their reels and posts to increase the number of times a user interacted with a brand. With every interaction that a user had with a brand, the propensity to make a purchase the next time increased.
With constant campaign optimisation and data being added to the system, the publications on the campaign received over 1 million likes, more than 20,000 comments and a reach of 31 million.
Factors that maximised the CPA
Apart from DRIM’s flagship analytical system and ML platform, what made the campaign stand out from other influencer marketing campaigns was the human touch. While DRIM’s operations team took care of the end-to-end execution of the campaign, Madison World could shift its focus to other campaigns that needed their attention.
Expertise in social media: Having worked with other well-known companies like KFC and Domino’s Pizza, DRIM has attained a wealth of experience in the fast food sector. Being experts in social media marketing, they were also up-to-date with the latest social media trends, highest-performing content styles and best practices.
Induction and training of influencers: The Company educated bloggers on message delivery and CTA and helped them carry out content ideas, as each project has its own style. Every blogger was given access to the dashboard where they could check their performance. Having this transparency encouraged and motivated them to treat projects as their own and invest into campaigns where they would be paid only for the results they were able to bring.
Lucrative influencer strategy: DRIM has 250K registered influencers across various industries. As each project has a unique set of requirements, blogger managers are trained to recognise bloggers who may be a good fit for the project based on the requirements of the project. DRIM targets micro- and Nano-influencers with a more personal relationship with their audience than celebrity influencers, who may have an inactive audience. The whole focus was on quality, not quantity, and thus this strategy proved to be lucrative for the brand where influencers with a follower base of 500 to 1.7m were a part of the campaign.
3500+ social influencers have worked on the campaign, with a cumulative follower base of 16.7 crores and delivered an average reach of 30% of their follower count. Considering the industry standards and average engagement rate of approximately 2%, the 30% engagement rate was the primary driving factor for new users to the platform.
A win-win situation for McDonald’s and influencers - A wide top of the pipeline and hit the bottom of the pipeline.
The campaign was a success for McDonald’s as they received a massive reach for free and 22600+ new paying users. Influencers, on the other hand, also received proportionate compensation for every order they brought in. The campaign's top bloggers brought an average of 212 new users for McDonald’s and generated a steady source of income for themselves from the campaign.
Orders delivered: Avg. 3.4k+ per month in South and West
Reach of 31m achieved through over 3000+ publications
Acquired 22.6k unique new users.