To craft a campaign that would best cater to consumers, Kobe worked together with McDonald’s to better understand their target audience.

The audience that McDonald’s was trying to reach largely consisted of digitally savvy millennials who were familiar with McDelivery. The consumers who regularly used the service were likely to place great importance on comfort—they preferred eating in at home, where they could be dressed comfortably and feel relaxed. As most of these users tended to use McDelivery in social situations, they also associated the brand with moments of fun, friendship and play.   

The Kobe Relevance Concept is Kobe’s unique content strategy methodology that emphasises relevance and value for all stakeholders involved in a campaign.

To create content suited to these consumers, McDonald’s and Kobe selected influencers known not just for their aesthetically pleasing content, but also their upbeat, playful and sociable personalities. A glamping event was also held, featuring the influencers in vibrant, colourful tents enjoying signature McDelivery food while wearing the McDonald’s loungewear—all while evoking an atmosphere of fun and playfulness. This event provided the ideal setting for relaxation and comfort that would resonate with our consumers, all while still offering glamorous and trendy visuals.

Following the event, the influencers were invited to share their personal experiences with the glamping event and with McDelivery, as well as inform their followers of the new McDelivery Night In service and loungewear.