Kau Sundaeku

6. Digital Experience Kancils [6.16 Creative Effectiveness: Digital Experience]

Links:

Product/Service:

Restaurant crew recruitment

Client:

McDonald's Malaysia

Brief:

McDonald's has a severe personnel problem. The brand had a hiring rate of 70%, and a shocking turnover rate of 85%. Malaysian Gen Zs think working in McDonald's is uncool, preferring to work in hip places like Starbucks or trendy cafes. Malaysian parents perceive McDonald's as a workplace reserved only for high-school leavers whose only talents were flipping burgers and dipping fries. Even if a candidate was interested in the job, the laborious and complicated 30-minute application form is a turn off. Malaysian Gen Zs have an avid love affair with bite-sized content, but there was a clear contrast between their fun swipes and the lack of that dopamine hit in their job search. Imagine: spending hours swiping through hilarious cat videos and memes, only to face a dry-as-toast job search and application experience. Our strategy? Linking their penchant for riveting content to the job hunt.

Solution:

Kau Sundaeku - a 9-episode social-led drama series that was really a recruitment call in disguise. Each episode was less than 1-minute long, bite- sized format that was ideal for Gen Z's content consumption habits. By focusing on one key benefit per episode, we maintained a cohesive narrative while delivering valuable information in an engaging manner. Results: 65.7 million total video views across Instagram and TikTok 'Employer of the Year' and 'Building Purposeful Talent Award' 2023 Hiring rate went from 70% to 110% Turnover rate dropped from 85% to 60% For the first time in 30 years, McDonald's has a surplus of talent; and we had to put the campaign on pause due to overwhelming results.

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