Raise awareness for the McDonald’s HACER® National Scholarship
The Challenge
With Latinos continuing to be underrepresented in four-year institutions, McDonald’s is dedicated to supporting Hispanic youth through the McDonald’s HACER® National Scholarship Program.
The Idea
To raise awareness for the McDonald’s HACER® National Scholarship benefiting Hispanic students pursuing higher education in the U.S. and to support the brand’s “HACER Proud” (Make Proud) initiative, we activated a 360° communications plan inclusive of strategic partnerships and consumer experiences.
The initiative launched with an education summit at a high school in Miami with a surprise Bad Bunny appearance and culminated with a sponsorship of the Latin GRAMMYs, during which we worked with partner music artists and influencers including Bad Bunny, Luis Fonsi, LeJuan James, and Johann Vera, to create and seed out custom content across broadcast and digital channels during the live broadcast and the official McDonald’s Latin GRAMMY After After Party.
Targeted outreach to top national and local media, including interviews with partner artist Bad Bunny, to encourage Hispanic youth to learn more about the McDonald’s HACER® National Scholarship was also activated.
The Impact
- 176 earned media placements
- 186MM impressions from top outlets including ABC, Fox, Univision, Telemundo, Nylon, EFE, and People, among others
- Content and influencer partnerships resulted in high impressions and positive sentiment.
- Owned social media content generated engagements and link clicks that surpassed benchmarks.
