Best Consumer Launch 2017

As McDonald's got ready to unveil its rollout, Golin went to work with The People's Launch, bypassing media in favor of customers. It tweeted to every person who had requested an all-day breakfast.

Winner

Golin and McDonald’s
All Day Breakfast Press Announcement: The People’s Launch

McDonald’s largest product announcement in a decade was in trouble. The quick-serve restaurant had identified a bright spot amid an industrywide slowdown: breakfast. Could it extend the breakfast menu to an all-day affair?

Normally the brand stopped serving it at 10:30 a.m., but customers seemed hungry for more. It tested all-day breakfast in a few markets and discussed a launch internally. It leaked — to the public, to the press — and caused immediate confusion and frustration.

McDonald’s brought in longtime partner Golin to correct course. The firm drew the focus back to the original mission of listening to what customers wanted — breakfast — but also acknowledging "the people’s" role in the idea. A deep dive into Twitter showed that more than 300,000 tweets since 2007 had mentioned the desire for all-day breakfast. One in three respondents claimed the idea was their own. That insight led to the next strategic move: Make the announcement personal.

As McDonald’s got ready to unveil its rollout, Golin went to work with The People’s Launch, bypassing media in favor of customers. It tweeted to every person who had requested an all-day breakfast.

Over the next month, it responded to 17,000 questions about All Day Breakfast and shared a consumer press kit with gifs. The news trended for more than five hours on Twitter and Facebook, generating a peak of 340 tweets per minute, with responses like "@McDonalds you’re my hero" and "You actually listened to me."

By responding to tweets as far back as 2007, the effort saved a product launch that ultimately revitalized an age-old brand, including an initial 25% jump in the quarterly stock price, a two-year high in its millennial love YouGov BrandIndex rating, 1,000 influencer brand engagements, and the strongest quarterly same-store sales in almost four years. "Huge success with great results," said one judge.


Honorable Mention

PadillaCRT and Niagara Conservation
#WhatTheFlush: Disrupting the Water Conservation Conversation

Americans are used to tuning out messages on conservation. So to pitch a new high-tech toilet offering to save 20,000 gallons of water per year, PadillaCRT relied on a little potty humor. Combined with plain talk, "one dumb toilet wastes a swimming pool worth of water," influencers such as Jenni Pulos of Bravo’s Flipping Out, and disruptive out-of-home, online, and earned placements, the firm helped Niagara Conservation exceed sales goals for its Stealth toilet. Brick-and-mortar and online sales jumped 67% and it drove 48,738 visits to WhatTheFlush.com from April 1 to October 3, 2016.

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