About The Project
As part of our cultural marketing, brand partnerships and experiential marketing services, we help brands authentically connect with diverse and youth audiences by embedding them within culturally relevant moments that drive awareness, engagement and long-term brand relevance.
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For the 2024 Manny Norté Move Good BRITs After Party, we curated and delivered a strategic partnership between McDonald's and one of the UK's most influential cultural moments surrounding the BRIT Awards. From partnership development and sponsorship procurement to campaign strategy, event activation and influencer engagement, we led the end-to-end delivery of McDonald's integration into the event.
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Recognising the opportunity to connect McDonald's with Black, diverse and youth audiences in an authentic way, we transformed the sponsorship into a fully integrated cultural marketing campaign. Working closely with McDonald's and Manny Norté, we developed a talent-led social and experiential campaign designed to create meaningful engagement before, during and after the event.
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As part of the activation, we designed and wrapped a bespoke McDonald's van experience that became a central feature of the event, engaging guests on-site while also serving as the backdrop for co-branded content creation. The campaign featured influential cultural figures including Stormzy, Maya Jama, Aitch, Giggs, FLO and Manny Norté, positioning McDonald's at the heart of a trusted cultural platform.
The Value We Delivered:
Strategic Cultural Partnership: We identified, secured and managed a culturally relevant partnership that connected McDonald's to one of the UK's most influential music and entertainment moments.
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Access to Black, Diverse & Youth Audiences: We enabled McDonald's to authentically engage audiences that are often difficult to reach through traditional advertising channels.
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End-to-End Campaign Delivery: From sponsorship strategy and activation design to influencer engagement and content creation, we delivered a fully integrated campaign that extended beyond the event itself.
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Talent-Led Audience Engagement: Through partnerships with trusted cultural voices including Manny Norté, Stormzy, Maya Jama, Aitch and Giggs, we helped McDonald's build credibility and resonance amongst key consumer groups.
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Cultural Relevance & Brand Resonance: By embedding McDonald's within a trusted cultural moment, we helped strengthen the brand's connection with Black, diverse and youth audiences through authentic engagement rather than traditional sponsorship.
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Results:
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1,500+ Consumers Engaged: Created direct engagement with over 1,500 attendees, including influential celebrities, creators and consumers.
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2M+ Social Media Engagements: Generated over 2 million engagements through campaign content, influencer activity and event amplification.
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National Media Coverage: Secured earned media coverage across outlets including The Daily Mail, Link Up TV & Grime Daily, extending the campaign's reach and visibility.
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Increased Brand Perception: Delivered a 15% uplift in brand perception amongst Gen Z and diverse audiences, demonstrating the impact of culturally relevant marketing.
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Enhanced Cultural Relevance: Positioned McDonald's as an active participant in culture, strengthening brand affinity and resonance amongst Black, diverse and youth consumers.
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