McDonald’s Philippines has credited a YouTube-first digital marketing strategy for the remarkable success of its improved Chicken McDo, introduced during the competitive 2024 holiday season. With consumers bombarded by festive promotions, the fast food giant turned to YouTube to cut through the noise and engage Filipinos where they spend most of their online time.
The campaign focused on the enhanced qualities of the Chicken McDo — now bigger, crispier, and juicier. It aimed to spark interest and drive trial during Christmas, a crucial sales period for the food and beverage industry. McDonald’s launched compelling video ads that highlighted the improved Chicken McDo, followed by a series of promotions featuring McShare group meals, perfectly aligned with the season’s spirit of togetherness.
“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,” according to Ashley Santillan-Delgado, Marketing Director of McDonald’s Philippines.
The two-month YouTube campaign achieved impressive results. McDonald’s reached more than 92% of YouTube users in the Philippines with an average frequency of 15.5 views per user. This high visibility translated into measurable outcomes: the brand recorded a 15% increase in revenue compared to the prior three months, along with significant boosts in brand recognition and search activity.
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.”
With this campaign, McDonald’s Philippines has set a new benchmark for how strategic digital marketing, particularly on YouTube, can drive tangible sales growth and brand impact during peak seasons.