The Smells Like McDonald’s campaign has everyone talking about this innovative way of advertising one’s brand. These scented billboards certainly had people sniffing about (pun intended), with curiosity. Remarkably, even without the iconic logo or any reference to the brand’s mascot, individuals could identify the unmistakable aroma of McDonald’s fries by smell alone.
In a landscape filled with visual advertisements, this campaign stood out as truly attention-grabbing. It effectively utilized the Proustian effect, named after the writer Marcel Proust, who famously noted that smell can evoke powerful childhood memories. This phenomenon is supported by science. Our olfactory system is closely linked to the limbic system, which plays a crucial role in emotion and memory. By tapping into this connection, the campaign not only captured attention but also created a nostalgic experience that resonated deeply with consumers.
According to TBWA, the campaign reached over 1.5 billion people, generated 25 million impressions, and garnered over 85,000 engagements. It resulted in an earned media value (EMV) of €49.9 million, catapulting it to McDonald’s Netherlands’ most successful PR campaign.
Below are three valuable lessons we can take from this campaign’s success to enhance your brand-building efforts.
A Great Idea Trumps a Large Budget
In today’s digital age, running a successful campaign doesn’t always require a hefty budget. Capturing the public’s imagination with a compelling idea can lead to widespread sharing and engagement. TBWA\NEBOKO highlighted this with their campaign. “Smells like McDonald’s,” which was designed to elevate the brand’s iconic status while maximizing reach with minimal expenditure. It relies solely on earned media. Remarkably, within just one week, the campaign sparked global recognition, attention, and discussions.
Create a Story for Social Media
The days of solely relying on paid airtime for TV or radio slots are behind us. These traditional avenues remain effective for reaching your target audience. Yet, social media has opened up a world of possibilities for tech-savvy businesses. Beyond paid advertising, the organic route can be incredibly powerful. If your marketing idea is fresh, engaging, and resonates with people, it has the potential to go viral, reaching millions without any additional costs. Consumers may create reaction videos, share their experiences with your product, and even attract the attention of traditional media. It amplifies your campaign’s reach.
Evocative Experiences Matter
Effective marketing goes beyond just a great idea or stunning visuals; it’s about creating memorable experiences. The closer you can get to providing meaningful interactions for your customers, the more successful you’ll be. These experiences can evoke nostalgia. It fond memories of family outings to McDonald’s—or highlight the joy of enjoying their food today. By connecting with customers on an emotional level, you can leave them with positive memories and experiences that enhance their relationship with your brand.
Finding the right PR firm that can create tailor-made strategies to serve and preserve your reputation is crucial. To ensure that your partner aligns perfectly with your brand’s values and vision, consider reaching out to Ninety Degrees PR Solutions. Contact us today and take the first step towards elevating your brand’s public presence!
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