McDonald's Singapore
McCafé Singapore Instagram Refresh
McCafé did not get much love from young Singaporeans. Quality coffee at an affordable price was apparently not enough to get them to switch to McCafé. The issue was simple: McCafé was not cool and relatable, unlike the other coffee brand with the siren.
To reach these audiences, we started by revamping McCafe’s social strategy from the ground up. We built different content pillars to manage a repository of assets and create visual-driven content to elevate McCafé brand perception. Local nuances were also infused to further build affinity towards McCafé. We also adapted similar imagery to the point-of-sale (POS) assets to enhance brand recall and achieve consistency across digital and traditional touchpoints.
Art Direction, Content, Social