This document analyzes McDonald's Canada's brand across owned, paid, and earned assets. It discusses McDonald's website, newsletter, social media presence, applications, and consistent brand voice across channels. Examples of owned assets include answering customer questions and a calorie calculator tool. Paid assets include targeted Twitter and mobile ads directing to specific product pages. McDonald's also has landing pages and earns media through both positive and negative customer feedback. Recommendations include having more customer conversations to be more culturally relevant and improving online presence and customer care.

1. BRAND
ANALYSIS.
Team: Henry, Omkar, Sergio & Ryan.

2. McDonald's Canada

3. OWNED ASSETS 🎒

4. WEBSITE NEWSLETTER
mcdonalds.com
/ca/en-ca.html
Personalized
Newsletters
SOCIAL MEDIA PRESS RELEASES APPLICATIONS
Facebook, Twitter,
YouTube, Instagram,
Snapchat, and
Pinterest.
news.mcdonalds.ca
/stories

5. WEBSITE

7. NEWSLETTER

9. SOCIAL MEDIA

10. /McDonaldsCanada
Page Likes: 1M
Followers: 984,306
EN: @McDonaldsCanada
Followers: 128.7K Followers
FR: @McDoCanada
Followers: 13K Followers
@mcdonaldscanada
Followers: 108K followers
/McDonaldsCanada
Subscribers: 83.5K subscribers
Lifetime Views: 90,334,429
views
mcdonaldscanada/
Monthly Unique Viewers:
871.1K
@mcdonaldscanada
(Data as on 18th Nov 2019)

11. They are Consistent across their Social Media Channels.

12. EXAMPLES OF OWNED ASSETS

13. They answer almost 60 different questions
that would arise for a potential customer in his buying process.

14. Simple Web-Based Tool to help customers
to approximately calculate their calories intake.

15. BRAND VOICE

16. BRAND VOICE
- PERSONABLE
- FRIENDLY
- GENUINE

17. BRAND VOICE
- PERSONABLE
- FRIENDLY
- GENUINE

18. BRAND VOICE
- PERSONABLE
- FRIENDLY
- GENUINE

19. SEO: KEYWORDS USED
Source: wordstream.com

20. DESIGN
Source: mcdonalds.com/ca/en-ca.html

21. PAID ASSETS 💰

22. TWITTER

25. CALL TO ACTION
• The Paid Ads are product specific and they take them to the
Specific Product Menu Section.
• Ads targeted towards Mobile Users directly lead the person
clicking the ad to the Specific Product Menu Section on their
Mobile App.
• Overall it leads to the Specific Product Menu Section or the
Landing Page geared toward the Specific Product.

26. LANDING PAGE

27. They do have Landing Pages for Specific Products or Promotions.
Source: cdonalds.ca/beyondthearch

28. EARNED MEDIA

29. ☺

30. 😠

31. ☺

32. 😠

33. RECOMMENDATIONS 🤔

34. ONLINE PRESENCE
McDonalds should start having a conversation with its Customers,
and be a Part of their Culture and be Relevant.

35. CUSTOMER CARE HANDLECUSTOMER CARE HANDLE

36. ENGAGEMENT STRATEGY

37. CONTENT MARKETING STRATEGY

38. Thank you.