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Wednesday, April 5 • 3:40pm - 4:30pm
McDonald's Case Study: How to Build Advocacy and Positive Perception for a Brand through Newsjacking and Rapid Response

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Pew Research Center’s Internet Project states that 80% of U.S. Hispanic adults use social media, compared to 72% for the nation overall. There is no doubt that Hispanics, particularly millennials, are digitally fluent and will significantly impact and drive mainstream culture and social conversation over the next decade. See how McDonald's leveraged Escucha, a proprietary service launched by Boden that delivers U.S. Hispanic social insights and allows for real-time social engagement with Hispanic influencers, newsjacking and rapid response strategies, to build brand advocacy and increase positive perception of the brand.

avatar for Valerie Barbosa

Valerie Barbosa

Director, Boden
Valerie is a Director at Boden. Her experience includes leading cross-functional teams in social media and public relations for clients such as McDonald’s, Chobani and Oster. Prior to Boden, Valerie was Corporate Relations Manager for Visa overseeing communications strategies across... Read More →

Nathaly Renderos

Brand PR & Reputation Supervisor, McDonald's

Wednesday April 5, 2017 3:40pm - 4:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 4)