Janice Isidro
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McDonald's Rewards

For McDonald’s AU GTM Loyalty Program, I led the development of tone of voice best practices for the My Maccas Rewards app. This project was essential in creating a unified, engaging, and relatable communication style that resonated with our loyal customers.

McDonald’s Rewards

 

Crafting Consistency: for Mym Rewards and Beyond

For McDonald’s AU GTM Loyalty Program, I led the development of tone of voice best practices for the MyM Rewards app. This project was essential in creating a unified, engaging, and relatable communication style that resonated with loyal customers.

Approach

I spearheaded a series of collaborative workshops, gathering insights from key stakeholders to understand both the brand’s heritage and the evolving expectations of our customers. Through these sessions, I:

  • Facilitated Deep Discussions: Encouraged open dialogue on the desired tone and persona, ensuring every perspective was considered.

  • Developed Best Practices: Established clear guidelines covering grammar, style, punctuation, and naming conventions, tailored specifically for the My Maccas Rewards app.

  • Aligned Across Teams: Collaborated closely with both the client and our in-app developer agency to integrate these guidelines seamlessly into the app’s interface and communication strategy.

Beyond this campaign

In addition to this campaign, I worked consistently on the McDonald’s account for three years. During this period, I executed McDonald’s copy across various channels, including email and push notifications. This ongoing work allowed me to further refine the brand voice, ensuring that every touchpoint—from the app to direct customer communications—reflected McDonald’s commitment to quality and consistency.