mcdonald’s

#HereForRMHC Campaign

As the second phase of the Brand Leadership Platform campaign and to celebrate the company’s five-year, $100M commitment to Ronald McDonald House Charities (RMHC), we launched #HereForRMHC, a one-of-a-kind social challenge to rally much-needed support and awareness for this incredible cause. For every consumer who posts the RMHC heart on social media using #HereForRMHC, McDonald’s will give $100 in their name as part of the company’s $100 million commitment.

While the ‘Serving Here’ campaign generated broad awareness of our purpose, this second phase of the campaign engages consumers in our purpose through a bold brand action – with an easy way for consumers to make a positive impact this holiday season.

The #HereforRMHC program is different from any we’ve done in the recent past and was focused on engaging customers in our purpose. For this reputation-focused effort, we secured targeted, high-quality media coverage – both feature stories and Giving Tuesday roundups – that bring our purpose narrative to life. Our social media campaign will sustain awareness and engagement around our commitment to RMHC for weeks to come.

#HereForRMHC highlights and results

  • Nearly 1.1 million organic social media engagements (likes, comments, shares, etc.) including 7.5K+ hashtag uses and growing.

  • An 84% increase in social media mentions associating McDonald’s with RMHC.

  • 202 earned media placements (169 online articles, 33 TV segments) across lifestyle, entertainment, general news, trade and food outlets; we achieved our baseline goal within 7 days, with additional coverage to come.

  • 100% of earned media coverage is favorable (positive/neutral).

  • The #HereForRMHC TikTok Hashtag Challenge earned more than 3 billion views globally.

  • The engagement around our hashtag inspired Twitter to award McDonald’s with a custom #HereForRMHC emoji.

  • Looking ahead, we'll be working on a global ‘Thank You’ gesture to show our appreciation to those who participated in the #HereForRMHC program. With touchpoints in December 2020 and January 2021, we'll thank those who posted with the hashtag in the U.S. and around the world through creative, dynamic assets on our owned channels.

 

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Case Study Video

 

Press & Results