BACKGROUND: Poles are not used to seeing commercials on Instagram so launching branded campaign from the very beginning was a challenge. We were aware that we have to develop brand message rooted it in Instagram’s life-style world.

INSIGHT: Sometimes people make connections between objects. You look at one thing and think of something different.

IDEA: We've created a catchy phrase: Everything tells me #IhaveatasteforaMac (#mamsmakanamaka) and 9 posts (8 link ads, 1 video ad). Each single post was divided into two objects: McDonald’s core product and life-style photo - the foundation for Instagram style. Such combinations were elegant, evoked curiosity and were not intrusively branded. Thanks to that kind of creatives our campaign was perceived as a part of life-style Instagram world.

In line with Brand strategy a creative idea for Instagram activation was created: Everything tells me #ihavetasteforamac.

We’ve created 9 posts (1video ad, 8 link ads), reaching in 6 weeks almost all Instagram users in Poland (9 889827 views). The only products that were connected with the lifestyle photos were the brand’s core products as in Brand campaign. We wanted to talk with Instagram language, so we researched for the latest trends on this social channel. We found one. As a result all posts were built under one, coherent creative format. Each single post was divided into two objects: McDonald’s core product and life-style photo that are the foundation for Instagram style. Such combinations was elegant, evoked curiosity and was not intrusively branded.

After sponsored campaign success we decided to roll-out the strategic&creative concept in regular Instagram communication. We use the format in various context occasions – gaining new followers.

We reached nearly 10 million (9,889,827) views in only 6 weeks, gaining the highest Ad recall indicator (+57 pt) in history! That is twice the EMEA average. What’s more our Campaign Awareness indicator (+11 pt) was 4 points higher than EMEA’s average. 31,14% more followers at the first day of the campaign! As time goes by, we carry on with the platform on the mamsmkanamaka instagram’s profile. Today we have 766,56% more followers than before the campaign! Millennials fell in love with our creations. The hashtag #mamsmakanamaka is one of the most popular brand’s hashtag in Poland (over 10k uses). It went viral – even where we don’t have a profile (twitter and Pinterest). While we are happy about that, we are looking forward to appearing…on foreign McDonald’s profiles (like for example on mcdonaldssverige profile) and… in real life (brand’s gadgets, packages and others)!