McDonald’s is dedicated to supporting Hispanic youth through the McDonald’s HACER® National Scholarship Program. In order to raise awareness about the campaign, we developed a public relations campaign to support the brand’s “HACER Proud” (Make Proud) initiative. Targeting both bilingual youth as well as their parents, the campaign’s objective was to raise awareness for the McDonald’s HACER® National Scholarship benefiting Hispanic students pursuing a higher education in the U.S. We activated a 360° communications plan in partnership with Bad Bunny, Luis Fonsi, LeJuan James and Johann Vera, that included media relations, influencer marketing, and digital and social media content across multiple owned channels. Some of the tactics included:
- Hosting an education summit (developed by agency Loud & Live) at a high school in Miami, where we surprised 500 high school upperclassmen with a Bad Bunny appearance. The artist, along with the Miami-Dade Public Schools Superintendent and CoolSpeak, took the stage to encourage students to pursue their college careers and take advantage of available scholarships and opportunities.
- Leveraging McDonald’s sponsorship of the biggest night in Latin music, the Latin GRAMMYs, and in partnership with top music artists Bad Bunny, Luis Fonsi and Johann Vera, we developed and seeded out custom content across broadcast and digital channels.
- Conducting targeted outreach among 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.
Results included 176 earned media placements and 186MM impressions from top outlets including ABC, Fox, Univision, Telemundo, Nylon, EFE, People, among others.