The recent advertisement released by the popular fast-food chain McDonald’s has received a positive reception from social media users, a social listening report conducted by Capstone-Intel Corporation showed.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
McDonald’s Philippines, often known as McDo in the Philippines, is the master franchise of the worldwide fast food corporation McDonald’s. The Golden Arches Development Corporation, an Alliance Global Group company, owns the master franchise.
Due to the country’s prohibition on majority foreign ownership, McDonald’s entered the Philippine market in 1981, with McDonald’s International collaborating with McGeorge Food Industries of Filipino entrepreneur George Yang. This gave Yang’s firm sole control of McDonald’s operations throughout the Philippines. There were already 300 franchised restaurants with more than 100 franchisees by the 1990s.
Recently, the popular fast-food chain has made rounds across social and non-social media platforms after a series of advertisements showcased an inclusive story for the Lesbian, Gay, Bisexual, Transgender, Queer, Intersex, and Asexual (LGBTQIA+) community.
Its latest advertisement, which features Vice Ganda and Paolo Ballesteros, two LGBTQIA+ icons, starred together in the new McDonald’s Share The Love commercial, which has gone viral since it was released on November 27, 2023.
In the one-minute clip, the two award-winning hosts of rival noontime programs share a sentimental encounter in one of the fast food chain’s locations.
Vice was shown walking in with a box of fried chicken, taking a seat in front of Paolo, and taking a photo with the meal while saying, “Nice! Ganda!”
Methodology
Capstone-Intel examined McDonald’s online presence for one month, from October 29, 2023, to November 28, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the recently released advertisement by the popular fast-food chain.
Facebook Performance
Capstone-Intel found that McDonald’s garnered a 29,247.4 engagement score for its 564 total post count, which yielded over 134,614 total reaction count. When broken down, “Facebook love” accounts for 49.9 percent of the total reactions, with 67,108. Followed by “Facebook like” with 51,666 reactions (38.4 percent), “Facebook haha” with 7,251 (5.4 percent), “Facebook wow” with 7,047 (5.2 percent), “Facebook sad” with 1,458 (1.1 percent), and “Facebook angry” with 84 reactions.
Looking at the data, the majority of “Facebook love” and “Facebook like” reactions can be attributed to several Filipino social media users loving McDonald’s latest advertisement.
Online mentions
Capstone-Intel likewise revealed that McDonald’s received 76.5 percent positive mentions, and the remaining 23.5 percent were negative mentions. This means that the article mentions of the brand is mostly in a good light. It is also worth noting that McDonald’s received 1,579,286 social media reach while its non-social media reach yielded over 21,871,300 non-social media mentions, which has generated over 129,269 user interactions.
Top posts
The top post for McDonald’s was a promotional post from McDonald’s Philippines about its collaboration with footwear brand Crocs, which received a 6,171.8 engagement score. This was followed by a social media post from Kami.com.ph featuring the collaboration of Vice Ganda and Paolo Ballesteros. This post yielded a total of 6,146.1 engagement score. The third most engaging post for McDonald’s was an advertisement from McDonald’s again, which also promotes a collaboration with a footwear brand, yielding a total of 2,517.7 engagement score.
