McDonald's needs to be relevant for young audiences in Paraguay because they identify that good engagement in social media increase sales at restaurants.

The brand is open to suggestions to get into audience agenda with low budget ideas.

We identify 17 of July is world Emoji day. And it is a relevant day for a country with high rates of social media usage and smartphone penetration.

To celebrate world Emoji day, we made 3 McDonald's icons entirely with Emojis and invite the audience to play drawing the Happy Meal with Emojis too.

Best Happy Meal draws made of Emojis could win a toys collection.

75% of Paraguay population is under 39 years old.

96,7% penetration of smartphones and 85% access to Facebook and Instagram everyday.

The approach was paid media only on Facebook and Instagram at World Emoji Day, 17th July.

Happy Meal, Big Mac and World Famous Fries images were made entirely of Emojis.

It was posted only the 17th of July, because it is World Emoji Day, at Instagram and Facebook accounts of McDonald's Paraguay.

Every participant draw of Happy Meal, were uploaded at Instagram Stories and Facebook Stories. Winners were announced there as well.

200 draws of Happy Meal

15 winners

10% increase new followers

Engagement rate growth 21,4% vs month before