McDonald’s: "Fixing a problematic voice-over"

Strangely, both positive and negative emotions peaked at the same moment in the video. Why? And what McDonald’s did to boost the performance before airing?

Behavio helped with

Challenge

McDonald's needed to decide between two variants of a 30-second ad with subtle narrative and editing differences before the national rollout.

Insight

Emotion analysis showed a peak of positive emotions for viewers engaged with visuals but negative reactions to the voiceover, which was perceived as awkward.

Impact

McDonald's refined the ad by editing visuals and recording a new voiceover, significantly improving emotional engagement and maximizing campaign impact.

Progress

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Background‍

McDonald’s Cup is a staple in the company’s CSR activities, providing an unforgettable football experience for thousands of kids every year. As an annual event, it requires consistent promotion to ensure its impact.

Pain Point‍

McDonald’s needed to choose between two 30-second ad variants, each with subtle differences in narrative and editing, before launching it on national television.

"With Behavio, I rely on sophisticated solutions using advanced statistics. Their accurate research methods ensure high-quality data and are enjoyable for respondents."

Marie Syrovatkova

Business Insight & Expansion Analyst

Behavio’s Insight‍

Testing revealed that while both variants performed well overall, there was a moment during the ad where positive emotions peaked for viewers engaging with the visuals. However, the voiceover caused a dip in emotions, with some viewers finding it awkward.

Outcome‍

McDonald’s made cost-effective edits by adjusting some scenes and recording a new voiceover. This improved the overall emotional reaction to the ad and helped maximize its impact without excessive spending.