Renderos: McDonald´s está enrumbada a ser mejor
Nathaly Renderos, Brand PR and Communications Supervisor at McDonald’s U.S., explained in an interview that the Hispanic audience is one of the most loyal segments they have, thanks to a job they have developed together with Boden on the Escucha platform.“We see that many times when people engage with the brand and say something negative like ‘Oh, my goodness, how can you eat McDonald’s?’ we immediately have brand fans and brand advocates jump in and say ‘No, McDonald’s is so great, what are you talking about, papitas are my favorite, french fries are my favorite.’ So, we definitely find them to be very loyal to us and we appreciate everything that they do” she explained. She highlighted that between June and December 2016 they reached 8.9 million impressions in all their engagements, as well as more than 200,000 interactions from all their consumers with positive amplifications of the brand. They also increased their positive affinity from 18% to 32%. Additionally, they have reached and exceeded their expectations in terms of their influence engagement. They have reached and engaged with consumer influencers such as Jorge Bernal, Sasha Prieto, Maya Ocando, William Valdez. “Definitively these are top-tier influencers that amplify our content for us, no pay, no charge. They are just brand fans who are very appreciative of us and want to share their positive experience with their fans” she added. Renderos pointed out that McDonald’s is on a journey to be better. “We have made significant changes in our food throughout the years, including recently announcing that by second quarter of 2018 our quarter-pounder patties will be of fresh beef and made to order. We are making changes to address those issues and concerns of our consumers who are interested in knowing where their food is coming from.”
