Tapping into the power of Fan Truth and building deeper engagement with consumers has been McDonald’s primary marketing strategy after the pandemic. In the past, they mainly focused on driving transactions, such as offering promotions, limited time discounts, etc. They said, ‘we were overly focused on that’. Now, the shift towards listening to consumers has led to stronger relationship-building between McDonald’s and its users.
Before this, you may not have heard of this strategy, but you have likely been unconsciously cultivated with fan loyalty by McDonald's - no matter which country you’re in. For instance, on Chinese social media platforms, McDonald's has been regarded as a 'religion' jokingly by fans, with all of us being believers. This is clearly a part of their marketing efforts. Especially for Gen Z, McDonald’s is like a friend, someone who is standing on the same level as its users. This strategy is also helpful for consolidating their brand positioning - as a fast food brand, they strive to establish a closer connection with consumers' daily lives, until consumers frequently think of McDonald's when it’s time for a meal.
In Cannes, we were fortunate enough to hear a speech about how McDonald's implemented this strategy and cultivated user loyalty. They first clarified this concept - What is Fan Truths? That is, the experiences, habits, or universal truths, that directly reflect fans' real-life situations. These truths were seamlessly integrated into the brand image, traditions and voice. They encompass the small or big things that fans love about the brand, whether it’s about food, experience, or a moment. When you come across their advertisements, you will smile knowingly, turn to your friend and say, ‘That's exactly me!’
McDonald's mentioned an opinion that I really like - ‘The haters will always hate, so we stopped focusing on the haters.’ Instead, McDonald’s turned to those who said ‘I’m lovin’ it’ and created a book of ‘fan truths’. Sometimes, it’s not necessary to cater to every voice in the market. Trying to satisfy all the needs will make you lose your way. Conversely, focusing on a specific group can result in a more engaged and unique user base.
Another inspiration from this speech is, the more effective way to communicate with consumers is to act as a friend rather than talking like a corporation in a serious tone. In terms of communication content, what can be discussed is not only about the product itself, but more about the stories behind consumer behaviors - What kind of roles do they play during this period? What are they thinking? What drives them to do so? ...... Keeping ask why will provide you with more new insights.
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