Case Studies

When McDonald’s Canada brought in Lil Yachty, we weren’t promoting burgers. We were launching a cultural event. The Remix Menu reimagined fan hacks as official offerings and dropped them with a voice Gen Z couldn’t ignore.

This wasn’t just a product launch, it was a digital treasure hunt. To introduce McDonald’s Canada’s globally inspired McShaker Fries, we created Fry‑Con (Fry Icons): hidden QR codes scattered across the internet and IRL, each unlocking rewards inside the app. The campaign transformed the web into an interactive playground and gave fans a reason to chase fries.

McDonald’s Canada brought the McNugget Buddies back to life through an unexpected creative partner—streetwear designer and Gen Z icon Kerwin Frost. The result: six collectible Buddies, each dressed in wild, remixable fashion, launched inside a limited-edition Kerwin Frost Box. The campaign was a bold crossover of nostalgia, character storytelling, and style.

After years off the menu, McDonald’s Canada brought back the McRib for a limited-time run. We treated it like a cultural drop. Bold, nostalgic, and urgent. The goal wasn’t just to announce its return. It was to spark mass FOMO, trigger immediate action, and sell out before fans even knew what hit them.

For a national retail client, I rebuilt the audience strategy from the ground up, leveraging behavioral segmentation, CRM integration, and smart ad sequencing. By introducing cross-category retargeting (e.g., recommending complementary products) and refining messaging by funnel stage, we delivered a 22% lift in conversion rate and a 48% increase in customer LTV. Strategic personalization turned intent into high-value outcomes.

Driving app usage was a core priority but our client lacked the ability to target and measure app users within programmatic platforms. I led the technical enablement of in-app tracking and audience segmentation, unlocking new media capabilities that drove a 30% lift in mobile engagement and a 12% increase in app sales.

For a global QSR brand, I developed proprietary audience segments focused on Gen Z hip-hop fans, using custom innovative keyword lists and in-house tools to go beyond standard targeting. Paired with tailored creative, the strategy drove a 2x increase in engagement and a 17% lift in brand recall, while showcasing our agency’s unique data capabilities and unlocking new revenue opportunities.

To drive stronger returns for a global QSR client, I implemented an AI-driven optimization strategy across DV360 and The Trade Desk. By combining smart bidding, tailored audience segmentation, and agile in-flight adjustments, we achieved an 18% lift in ROAS and sustained quarterly growth, proving that automation, when guided by the right strategy, delivers real performance.

I led the agency-wide rollout of foot traffic attribution, vetting partners, running A/B tests, and scaling implementation across accounts. The result: a 15% lift in store visits and stronger offline measurement capabilities that deepened client confidence in full-funnel media strategy.