What is it?

A 12-day holiday campaign for McDonald’s in partnership with Mariah Carey, designed to drive sales and increase app downloads through exclusive daily offers.

What did I do?

As the lead designer, I partnered with a copywriter to craft the in-app experience, ensuring a seamless and engaging user journey. I collaborated with cross-functional agency teams to maintain brand consistency across in-store, email, and dot-com touchpoints. Additionally, I presented weekly updates to the client, aligning on creative direction and campaign execution.

What were the results?

The campaign contributed to a 12.7% increase in global sales, driven by the success of celebrity meals and app engagement. The holiday experience resonated with fans, reinforcing McDonald’s position as a leader in pop culture-driven marketing.