CRM Direct Response Copywriting — McDonald’s Australia

Over the course of three years, I served as the lead copywriter for McDonald’s Australia’s CRM communications, crafting compelling direct response copy across in-app marketing tiles, push notifications, and EDM newsletters. My work supported both big campaigns—such as McDonald’s Monopoly, Daily Deals and Loyalty Rewards—and ongoing, business-as-usual communications.

Approach

• Strategic Campaign Management: Led the copy strategy for major initiatives like McDonald’s Monopoly, seamlessly integrating campaign-specific messaging with regular promotions.

• Cross-Channel Expertise: Crafted tailored copy for various CRM channels, including in-app marketing tiles, push notifications, and EDM newsletters, adapting tone and style to suit each medium.

• Continuous Improvement: Utilized performance data to refine messaging, ensuring that every piece of communication was optimized for maximum response and engagement.

Impact

• Increased Customer Engagement: The integrated copy strategy boosted click-through rates and conversion rates across all channels.

• Successful Campaigns: Major initiatives, including McDonald’s Monopoly and Loyalty Rewards, were enhanced by compelling copy that resonated with customers and drove participation.

• Consistent Brand Messaging: Maintained a cohesive, engaging brand voice across multiple platforms, contributing to stronger customer loyalty and ongoing business success.