We turned McDonald’s France’s Instagram account into the world’s first fast-food fashion co-creation lab. Each month: photo mockups of unexpected fashion items and accessories. Engagement tracked as implicit votes. Whatever performed best became a real, limited-edition product gifted directly to fans. The audience became the editor. The brand became something worth not just following, but wearing.
+308,955 interactions in 2022, accounting for 32% of McDonald’s total social interactions for the year.
+45,336 new Instagram followers.
