How YouTube Helped McDonald’s PH Serve Up Success with the Bigger, Crispier, Juicier Chicken McDo

In a bustling holiday season where competition for consumer attention is fierce, McDonald’s Philippines demonstrated how a YouTube-first strategy was great and effective in driving sales and brand awareness for their bigger, crispier, and juicier Chicken McDo. 

The challenge was simple: to stand out and encourage Filipinos to take a bite of the newly improved Chicken McDo last Christmas, a crucial period when it comes to sales and business.

McDonald’s Philippines understood the importance of connecting with their audience where they were most engaged. They launched a dynamic YouTube campaign that highlighted the unique value proposition of the improved Chicken McDo, emphasizing its superior size, juiciness, and crispiness. This product launch was followed by sustaining campaigns focusing on McShare group meals, perfectly timed for the festive season’s gatherings.

The results were remarkable. Over a two-month period in late 2024, McDonald’s reached over 92% of YouTube users with an impressive 15.5x frequency, ensuring their message resonated deeply. This strategic campaign not only generated a significant uplift in McDonald’s brand and search metrics but also directly translated to a 15% increase in revenue compared to the previous three months. 

By smartly using YouTube's extensive reach and effective advertising capabilities, McDonald’s was definitely successful in making Filipinos crave and order the new Chicken McDo – and in doing so, maintained their strong brand relevance during the peak holiday season.

McDonald’s successful campaign simply proves that YouTube is a powerful tool for driving real, concrete business results. By focusing on a clear product message and leveraging the platform's ability to reach a vast audience, the brand achieved a significant return on their investment.

“YouTube has been a long-standing and trusted partner in helping us cut through the clutter and better connect with our audience where they’re most engaged. Its reach and ability to spark more meaningful engagement allowed us to spotlight our bigger, crispier, juicier Chicken McDo—ultimately driving business results during one of the most competitive seasons of the year,” said Ashley Santillan-Delgado, Marketing Director, McDonald’s Philippines.

Prep Palacios, Head of Industries at Google Philippines, said, “McDonald’s Philippines’ success is a testament to what’s possible when great storytelling meets the right platform. We’re grateful for their trust in Google and YouTube, and this partnership proves that brands can engage relevant audiences and deliver real business outcomes—even in the most crowded moments of the year.”