Challenges
Empowering Female Entrepreneurs: McDonald's Canada's Journey to Revitalize Franchise Recruitment and Modernize Customer Targeting
- McDonald’s Restaurants of Canada Limited owns and operates more than 1,400 restaurants and employs more than 90,000 Canadians coast-to-coast, serving 2.5 million Canadians every day.
- Their primary challenge was one of gender demographics. Despite significant resource allocation, McDonald’s Canada struggled to connect and engage with female entrepreneurs interested in becoming a McDonald’s Canada franchisee.
- Our secondary challenge came after carefully auditing their current franchise collateral and messaging. We discovered that their buyer personas and customer targeting were outdated and, in some cases, non-existent.
SOLUTION
After completing secondary market research to inform our digital lead generation strategy through sophisticated buyer persona development, we directed the creative and delivery of our ads to the targeted group of users who were most fitting to be future franchisees and most likely to fill out an application. To ensure control of the entire customer journey from ad-click to form submission, GIANT also developed a highly-targeted lead generation campaign to drive our ads to dedicated landing pages. This was a first for McDonald’s Canada.
Market Research
The GIANT team looked at targeted variables in our research, including age, gender, income level, geo-location, level of education, and new Canadian status.
Creative Strategy
We leveraged the power of video to spotlight successful female McDonald’s franchisees to inspire our target audience. The data helped us shape our message, tone, and call to actions.
Landing Page
We controlled the customer journey, from ad-click to form submission, with dedicated landing pages to leverage our content strategy and targeted messaging.
Video Production
GIANT’s video production team lined up 8 McDonald’s franchisees to showcase their unique franchisee experience through dynamic storytelling.
Ad Development
Capturing high-resolution stills from our video production shoots, we ensured uniformity across dynamic and static ads.
Deployment
Armed with targeting data and sophisticated creative, we achieved higher conversions and an improved user experience resulting in higher-quality leads.
Working with GIANT Creative was an eye-opening experience. Their ability to identify and engage a specific target audience led to exceptional results, far exceeding our expectations. The insightful content and strategic use of digital platforms brought a new level of sophistication to our franchise recruitment efforts.
Their comprehensive strategy, which combined engaging video content with effective digital marketing techniques, was pivotal in attracting a new wave of female entrepreneurs to our brand. The overwhelming success of this campaign has been a major milestone for us.
Christine Hofmann
Franchising Recruiter
RESULTS
GIANT Wins in MONTH ONE
Remarkable success was achieved across key metrics. The Cost Per MQL (Marketing Qualified Lead) was just $2.69, which is 949% above industry standards, showcasing cost-efficiency in lead generation. The Click Through Rate (CTR) stood at 4.72%, exceeding industry norms by 525%, demonstrating effective audience engagement. Additionally, a Conversion Rate of 12.14% surpassed industry standards by 132%, signifying successful lead conversion. In contrast, the Cost Per SQL (Sales Qualified Lead) was below the industry standard, further highlighting the campaign’s overall excellence in lead generation, engagement, and conversion, boding well for McDonald’s marketing endeavours.
$2.69
Cost Per MQL Lead – 949% below industry standard
4.72%
Click Through Rate – 525% above industry standard
12.14%
Conversion Rate – 132% above industry standard
$49.26
Cost Per SQL – 357% below industry standard
The increase in quality leads and conversion rates is a clear indicator of the campaign’s success. GIANT Creative has set a new bar for excellence in digital marketing within the franchise industry.
Faces of Heroes Campaign
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