McDonald’s
Agency
Armadillo CRM
Year
2020
At Armadillo CRM, I developed a variety of newsletters and emails for McDonald’s. The aim was boosting brand recognition and communicating information through targeted email campaigns. Each newsletter was tailored to specific audience groups to successfully connect with them.
Some of these emails included interactive elements such as dropdowns, carousels or gifs to enhance user engagement and make the content more engaging and dynamic.
McDonald’s launched its Great Tastes of America campaign to promote a new range of flavours inspired by different states across the US, and we were tasked with developing the full email marketing campaign. Working closely with the Creative Director and developers, we explored different concepts before landing on an interactive approach using a parallax effect, allowing customers to discover fun facts and curiosities about each state as they scrolled through the emails.
I contributed to the development of the overall concept, with my main responsibilities being creating the illustrations and designing the emails based on the campaign visual style.
Adobe Journeys was an email marketing campaign for McDonald’s designed to increase the frequency and value of purchases through the My McDonald’s app. Using customer behaviour and engagement data, users were segmented into different groups and taken through personalised, automated journeys over 85 days, with content and offers tailored to their level of engagement.
I was mainly responsible for the email design and animation, creating on-brand, engaging templates that could be adapted across the different journeys.
The campaign resulted in a 62% increase in user engagement, 7% higher six-month app retention and a 10% increase in revenue per customer.