Grandma is the ultimate cooking expert, especially when it comes to chicken. Thanks to McDonald's Buttermilk Crispy Tenders, she can spend less time in the kitchen and more time gaining expertise on other things she loves. And now, she wants to share her expert advice with you.

Based on our segmentation strategy, we created a variety of unique video assets tailored to resonate with each of our 12 topics featuring different grandma characters cast specifically for our groups. From October 2nd to November 5th, 2017, we deployed these assets across Facebook & Instagram in the form of Facebook Videos, Facebook Video Carousels, Instagram Videos and Instagram Video Carousels. We then continued to retarget those same groups with additional expert advice from grandma throughout our 4-week campaign. The total audience derived from our 4 segments afforded us nearly 50 million unique Facebook & Instagram users to target.

This methodology, a first-to-market segmentation approach for restaurant brands, proved to be a massive success. We reached over 20 million unique users at an average frequency rate of 7. Our content achieved a view rate that was 336% above the restaurant category benchmark, while also delivering a video completion rate that was 314% above global benchmarks for any category. In addition, our content achieved an ad recall rate 192% of the entire restaurant category. This ultimately contributed to a system-wide sellout (+10.5 Million Units - 41% Above Forecast) of Buttermilk Crispy Tenders cross all 14,000+ McDonald's locations, fueling one of the most successful product launches in the brand's 62-year history. McDonald's subsequently jumped ahead of Chick-Fil-A as the number one QSR brand considered amongst chicken eaters based on YOY measurement.