Overview
At the height of the COVID-19 pandemic, McDonald’s Philippines was committed to reinforce its core operations values on People and Safety through a safety communications campaign. The M SAFE campaign was designed to assure customers of the company’s strengthened commitment to “keep our customers safe by keeping our people safe.”
The Strategy and Execution
Green Bulb took charge in the strategic publicity efforts that were done in a multi-phased campaign to drive the narrative across print, broadcast and online media.
The multi-phased campaign kicked off reinforcing the commitment of McDonald’s to ensure the safety and protection of customers, partners and employees. Through a series of announcements including the position of the company at the onset of the pandemic, the support provided to employees, and by unveiling the campaign video introducing the safety guidelines, the company was able to capture the attention of the media, the public, and various stakeholders, and be recognized for their efforts towards public safety.
Having earned stakeholder trust, McDonald’s shared best practices to various governing bodies. Through a series of publicity efforts, the news was amplified and it furthered the position of McDonald’s as a thought leader in the QSR industry with regard to health and safety.
The campaign closed with a virtual media event announcing innovations that allowed customers to still enjoy their favorite McDonald’s meals at the comfort and safety of their own homes. The innovations such as Messenger chatbot, Send-To-Many function, among others, enabled McDonald’s to demonstrate how the company is committed to enhance the experience of customers amid the unprecedented times. Enhanced safety protocols were also shared, reinforcing further how the company has the public’s health and safety in mind.
Results
The campaign which span over a year garnered a total of PhP 52 Million worth of PR values across print, broadcast, and online coverage.
Through a market study, the company saw a lift in their brand imagery scores, outpacing competitors in salient factors which were attributable to the campaign.
The M SAFE Campaign was recognized at the 2021 Quill Awards by the International Association for Business Communicators (IABC) Philippines Chapter. The campaigned received the Quill Award of Excellence for Customer Relations.