Jewish Family and Child Service: Social Media Campaigns
Showcase of the social media campaigns produced during my internship at JF&CS.
Role
Marketing/Communications
Industry
Social Welfare
Timeline
Internship (8 months)
Project Overview
McGrab-and-Go is an integrated marketing campaign developed for McDonald’s, aimed at younger, fast-paced consumers. The project focused on designing a campaign that addressed convenience and mobility through an easy-to-carry meal solution.
The goal was not only to promote a new product but to create a cohesive experience across digital channels that fit naturally into a busy lifestyle.
Context and Problem
McDonald’s operates in an extremely competitive fast-food market, where convenience alone is no longer enough to secure long-term loyalty. While families and children remain a core audience, younger consumers such as students, career starters, and busy professionals have more freedom in choosing where and how they eat.
Design challenge:
How might we create a product and campaign that appeals to fast-paced consumers by prioritizing portability, speed, and ease, while reinforcing brand loyalty across digital platforms?
Research & Audience Insight
Our research focused on:
• McDonald’s brand history and global presence
• Existing digital channels (social media, email, mobile app)
• Competitor strategies within fast food and quick-service dining
• Consumer behaviour among younger audiences
This research highlighted a key insight, that convenience is not just about speed, but about reducing challenges across the entire experience and making it as seamless as possible.
Target Audience
We developed a primary persona to ground the campaign in real behaviours and needs.
Campaign Strategy
The campaign centers around a new bundled product that combines chicken, fries, and a soft drink into one portable, one-handed package, designed specifically for on-the-move consumption.
Core Idea
A fast, flavorful meal that fits seamlessly into a busy lifestyle, reinforced through consistent messaging and rewards across digital channels.
Key Message
“It’s fast, flavorful, and easy on the go.”
Tone
• Friendly
• Energetic
• Relatable
• Casual and approachable
Campaign Visual Guidelines
In order to guide the campaigns look and feel, we created a visual guideline to refer back to when creating the deliverables.
Omnichannel Approach
To support the campaign concept, we designed an integrated structure across three primary digital touchpoints:
Social Media
• Interactive Instagram and Snapchat story polls
• Engagement-driven prompts that encourage participation
• Visual storytelling focused on speed and convenience
• Interactive emails featuring tappable imagery
• Promotional incentives such as double points and limited-time offers
• Clear calls-to-action driving users to the app
Mobile App
• Tap-to-reveal coupons and daily rewards
• Seamless transition from promotion to ordering
• Reinforcement of loyalty through exclusive deals
Interaction Design Highlights
To increase engagement and reduce challenges, we focused on:
• Tap-to-reveal coupons that gamify rewards
• Interactive polls that prompt quick participation
• Clear CTA's such as “Order Now” to drive conversion
These interactions were designed to feel lightweight, intuitive, and aligned with the fast-paced habits of the target audience.
Outcome
The final campaign presents a cohesive, audience-driven solution that aligns McDonald’s product offering with the real needs of younger consumers. Grounding the concept in research and empathy shows that strategic thinking can influence how the audience responds, engages, and builds loyalty over time.
Reflection
This project reinforced the idea that effective campaigns are not built on aesthetics alone, but on a deep understanding of audience behavior and motivation. It strengthened my ability to:
• Translate research into actionable campaign concepts
• Design with empathy and real human needs in mind
• Think holistically across multiple digital channels
More importantly, it allowed me to understand how strategy and execution must work together to create meaningful, effective design solutions.
