McDonald’s

McHappy Day & beyond

Campaign concepts, scripts and channel creative that connected awareness with participation.

The task

Give a seasonal fundraising campaign a clear path from attention to registration and giving, alongside ongoing product launches.

My role

Digital strategy, concept and messaging; scripts, banners, social copy, voiceovers and campaign coordination through the agency context.

The work

How it came together.

Connected paid social, website and CRM around one participation journey.

Developed the campaign concept and copy, with channel-specific creative and production direction.

Coordinated partners and campaign operations; across product launches, managed up to three concurrent campaigns in peak weeks.

Result / Project status

Campaign-wide reported outcomes across the fundraising journey.

Selected artifacts

Selected portfolio material: original creative work alongside labeled portfolio adaptations and format studies.