Nathaly Renderos, PR de Marca y Supervisora de Reputación de McDonald’s
Nathaly Renderos, Brand PR and Communications Supervisor at McDonald’s, together with Natalie Asorey, Account Supervisor at Boden Agency, presented in Hispanicize 2017 the strategy the fast food chain has used to unleash the power of influencers in the brand’s strengthening.In the aim to build brand health, they joined the Boden team to know what the brand’s consumers say and identify the places where McDonald’s can interact.“We knew it was very important to tap into the conversation on social networks and developed Escucha, a brand news platform focused on the Hispanic and Latin American market” explained Renderos. “The opportunity to partner with influencers and possible consumers is extremely important. Escucha enables inclusion in an organic way in conversations that are taking place, increasing the volume of conversations and brand impressions and evaluating the type of content and influencers that resonate most in our community to generate relations.”Asorey highlighted that the strategy has three components: what is trending, offline gifts and social engagement. They have sent gifts to Sascha Fitness, Jorge Bernal, Johnny Lozada, Carolina Sandoval, Yarel Ramos Maiah Ocando and they have united to create content.The result has been 8.9 million impressions and more than 243,000 interactions with users. Brand perception improved from 32% to 18% in nine months thanks to the partnership with Boden.
