How to Stay Relevant as a Brand in Local Pop Culture? McDonald’s x villemdrillem meal

What happens when you combine one of Estonia’s brightest pop stars with the world’s most beloved restaurant chain? The result is more than just a delicious meal – it’s a campaign that got young people talking, sharing, and creating. Villemdrillem’s exclusive meal was part of the McDonald’s global Famous Orders campaign, tailored specifically for Estonia. The perfect harmony between the artist and the food turned it into an event that got young people talking, sharing and creating. Why are collaborations like these important for brands, and how do they come to life?

The Challenge

McDonald’s wanted to connect with a younger audience – the TikTok generation, which expects more from brands than ads. McDonald’s needed something authentic and engaging to capture their attention and give them a reason to participate and share their experiences. The key to success lies in finding a partner whose voice resonates with young people in an inspiring and relatable way.

Objectives

• Increase McDonald’s brand visibility and trust among younger audiences.
• Position McDonald’s as a brand that understands and connects with local pop culture.
• Create an iconic collaboration and reach the target audience through a trusted spokesperson.

Creative Solution – An Iconic Meal

At the heart of the campaign was a universal truth: everyone has their favorite meal at McDonald’s. Through target audience analysis, we identified that personalization is crucial for young people, which meant creating something both personal and meaningful.

What We Did?

• The Artist as a Creative Partner: villemdrillem wasn’t just the face of the campaign – he was its heart. Every detail, from designing the meal to producing social media content, embodied his personality and love for the brand. This authenticity naturally fostered trust and excitement among young audiences.
• Harnessing TikTok and UGC Power: To connect with young audiences, we focused on platforms where they spend their time – TikTok and Instagram. Villemdrillem shared energetic, humorous posts that inspired his fans to try the meal and share their experiences. TikTok users responded enthusiastically, creating organic reaction videos that amplified the campaign’s momentum.
• Beyond Social Media: While the campaign’s core focus was social media, it naturally extended into traditional media, gaining coverage on various radio stations and in major publications across Estonia.

Results That Speak for Themselves

McDonald’s and villemdrillem’s partnership didn’t go unnoticed. TikTok became the campaign’s crown jewel, with organic videos driving significant engagement:

Villemdrillem and McDonald’s collaboration proved that modern consumers are drawn to more than just products – they crave meaningful experiences and stories that brands can tell. Success lies in refreshing a menu and choosing the right partner – someone whose values and authenticity resonate deeply with the audience. This kind of genuine and thoughtful collaboration builds trust for both parties, strengthens a sense of community, and inspires people to engage with the brand.