McDonald's
AA Digital + Traditional Media
Working on McDonald's to reignite AA consumers love for the brand brought on many challenges and a hybrid role early in my career. I managed media buys and paid content opportunities for evergreen and retail initiatives.
Campaigns
Money Moves
Every move is a step toward personal fulfillment. Money Moves is a video content series that brings audiences inside the minds of cultural influencers and thought leaders of our time. The series unpacks the principles and ambitions that fueled their success in the world of fashion, tech, entertainment and motivation.
The goal of this series was to promote financial awareness and values that would get consumers excited to reach their goals and establish core values to get them there.
This series earned a Silver Telly award and was in support of the McDonald's Dollar Menu promotion.
Black & Positively Golden
A social media-led program that was created to shine a light on brilliant AA consumers, by spreading positive messages and help uplift voices in the community. The goal of this campaign is to re-ignite McDonald’s connection with their AA audience.
As the digital and social lead, I collaborated on digital content, social calendars, content strategy and content capture.
In the inaugural year, We Are Golden generated 22K IG followers and increased brand sentiment by 2 pts on Nielsen Reports.
13th Annual Inspiration Celebration Gospel Tour
With Black & Positively Golden Day as the kick off to the evergreen brand campaign, ICGT was the culmination of the inaugural year. By using gospel and key influencers McDonald's created an engaging experience that celebrates Black Excellence and provided scholarships and opportunities for their Black consumers.
In my role, I lead day of events for PR and social teams during tour stops. I ensured that proper content was captured, assisted in content capture, worked with influencer and bloggers and pushed content live day of on social platforms (@WeAreGolden).