Name: How Can You Build a Big Brand from Lots of Littles?
Uploaded: 2025-07-30T15:39:12.012Z
Duration: 53 min 44 s
Description: How Can You Build a Big Brand from Lots of Littles?

Transcript for "How Can You Build a Big Brand from Lots of Littles?": My name is Adi Kishore, and, I'm the insight director at WARC. I'll be moderating today's discussion. This webinar follows on from a session we did at Cannes Lions earlier this year as part of the creative impact track, which was co curated by Walken Lyons. This particular session was a standout success, so we decided to recreate it as a webinar and share it with the folks that might not have been able to make it at the event. The topic for the webinar, of course, is looking at how brands can use lots of littles to navigate a fragmented media universe. And we've got doctor Grace Kite to develop this idea to share her research and her thinking on how brands can use lots of smaller placements to add up to a big impact. Tom Roach will look at effective brand and creative principles in this era of littles. And then we've got JJ Heelan, who will talk to us about how McDonald's has put all of this into practice, perhaps more effectively than any other brand. So stay tuned for a really packed and useful session. Before we get to our speakers, though, we're gonna start with a really quick look at why this is an important issue today. Of course, we've been seeing media fragmentation for a while. We're all trying to figure out, you know, where do you go to find the right audience? Here, there, this platform, the other. Because the opportunity to reach big aggregated audiences is increasingly difficult and increasingly rare. And that's even more so with younger audiences. Every generational cohort seems to result in a more splintered, more fragmented media audience. And the data is showing growing concerns from marketers around this. So it concerns around media fragmentation actually shot up almost 10 points in just the last year alone. It's always been quite high. Media fragmentation has been a consistent concern for marketers for a few years now with about a without about third of them consistently sort of saying, look, this is this this is concern. This is a worry. But the you know, this this rapid sort of increase of almost 10 percentage points in one year alone is pretty dramatic. Could be AI, could be some of the outcome based solutions and algorithmic selection we're seeing on the big tech platforms. But clearly, it's worrying marketers, and it's worrying creatives as well. So when we ask creatives, what is the biggest external challenge that you see, media fragmentation ranked number one. So it really does feel like we're getting to a bit of an inflection point, and brands need to stop thinking about what to do about it. We think brands have three big questions to answer, and we hope our session can help shine some light on them. Number one, how do you adapt? You know, which of your playbooks continue to be right, continue to be appropriate, and then which playbooks do you have to let go of? What rules that you've been following don't work anymore? And then what are the new rules for navigating this fragmented landscape? How do you make sure you show up in the right places? If audiences are splinter then scattered, how do you make sure you're in those places where they're going to make sure you're building salience and you're building brands? And how do brands maintain a consistent character across this fragmented universe while you're trying to make sure that you optimize for each platform channel and context? So some big, big, serious, heavy questions, but we've assembled some heavyweights to try and unpack them for you. We're gonna start with doctor Grace Kite, who's the VP at Analytic Partners, and she'll be joined by Tom Roach, VP of brand strategy at Jellyfish. And the two of them are gonna help us identify the right strategies for navigating this fragmentation across both media and creative. Grace, over to you. Hi, everybody. Can I get a big thumbs up from some of the people in the chat that you can hear me and you can see me successfully? Oh, yeah. All those thumbs up. Love it. Thank you. That's fantastic. Right. I'm gonna share my screen now then. Here we go. And, you should now all be able to see something that says, how can you build a big brand from lots of littles? Now look, I often give talks where I have to justify brand building, but not here. You guys are smart people. You've come to a a fantastic webinar all about brand building in the modern age, and you know how important brand building is for long term growth, for pricing power, and for profits. So today, I'm taking it as a given that brand building matters, and I'm gonna talk about modern brand building, specifically the lots of littles approach. It's where marketers make something big out of all the small exposures that they can deliver across all the platforms that are available in the modern fragmented media stack. Now I spent the last twenty years evaluating advertising, and it was always the case that TV had the highest ROI. It had long lasting effects. It was genuinely capable of driving growth, and that's because TV is brilliant for brand building. You know, it's a signal. It's trusted. It's sound on, and it's moving pictures. And you watch it with your family or your friends. And, crucially, it gets enough attention to tell a story, play a melody, be human, you know, make you feel something. So for brand building, TV is genuinely the absolute best media channel there is. But there's a problem. Does your house look like this in the evening? Mine does. Although I will say my husband is much better looking than this guy. But what's happening is the parents are watching TV and the kids are on devices. They've probably got two devices at a time. They're probably watching a flamingo being made out of chocolate or a robot solving a jigsaw, and they know that they can skip the minute they get bored. They've probably got no intention of ever getting into the sort of please all content that dad there is watching, like a cop drama, like on ITV or something. And there's the problem, because people, especially young people, are leaving TV. And in The UK, it's got so bad now that impressions for 16 to 30 34s are only 30% of what they were in 2013. And in the future, it may be that my kids' generation, like these kids in the picture, aren't gonna watch TV at all. And we're already seeing the effects of that of audiences moving on from TV. And one that you might not have noticed because it's been so slow is on this chart. Over the period since 2018, available impressions on TV have dropped rapidly. So advertisers still want to buy those impressions. We still wanna be about brand building on TV, but there are just fewer TVRs in the world, so the price has been bid up. So in both The US and The UK shown here, the average cost for a thousand impressions on TV has gone up much faster than it has for other channels, and that's actually feeding in to payback. It's changing the payback picture. It's changing what you get for each £1 or $1 you spend. Now this chart shows data from our ROI genome. That's results from Econometrics. 750 businesses in 45 countries, hundreds of billions of spend in there, and it shows something that might surprise you. TV is not the winner on return on investment anymore. Digital video, like YouTube, outperforms it and so does paid social. Now if you're like me, you'll feel gutted about this. I think it's a really sad state of affairs. Something that used to be a super powerful tool for brand building is losing its power. And it's not that TV doesn't have its place. It's still important in the media mix, but it's just not a slam dunk anymore. And if we all believe, which we all do, that brand building is important, we have to think about new routes. Because popping all your money into TV and then sitting back to enjoy the long term benefits of having a strong brand just isn't going to work anymore because it's not gonna reach everyone. So we need another plan. And the first place to look is is where people are spending their time when they're not on TV. It's not please all content anymore. It's please me content, and it's different for all of us. So when I gave this talk in Canada, I asked for a show of hands for people who are like me that really like ghost stories, you know, real life spookiness. And there were a few handfuls out there, 700 people in the audience. I counted about six or seven people who put their hands up, to say that they do like it. Maybe 1%. And if that's you out there in the webinar audience, do check out the uncanny podcast from the BBC because it's brilliant. And also did ask the same question about data. Like, who else in in the audience is like me that goes around the Internet looking for for amazing charts, lovely bar charts? And there were fewer hands in the audience at camp, but still some. And that's the beauty of it. Those are two things that I absolutely love. You don't have to love them because the new plan for brand building is to appear next to the niche content that people really like. And in the lots of little campaign, we're not gonna get everyone in one place for thirty glorious seconds, but we can now appear next to things that people really like, that they want to spend their time on, not the kind of things that they're just okay to be looking at. Oops. Here we go. And getting people next to their niche interest means being online because that's where people spend most of their time indulging their their niche interests. Right now, the majority of time people spend near to ads or buyable spaces online. And and within online, there are a whole lot of smaller chunks of time. So not just Facebook and Insta anymore, but TikTok and Pinterest and LinkedIn, and not just Google either. There's now the AI apps for for search. And that means if you use a lit lots of littles campaign, you have the opportunity to reach them where they've actively chosen to be, and you can associate your brand with a niche interest that makes people feel something. And the evidence shows that it works. So this is back to data from our ROK known that huge, database of analytics results. And this is where we cut it to see what's the benefit you get from putting your ad close to the things that people love. You can increase the money you get back from spending a pound by as much as a 150% by appearing in the right context rather than other forms of targeting. So this actually feels like a really good opportunity. We're seeing the modern fragmented media stack as a feature, not a bug, and we're starting to use it to get an opportunity to be close to the things that people love. But there is a bit of an an issue here because this is research from Karen Nelson Field. She looks at a 130,000 ad views to see how much attention they get in terms of seconds, and she also carried out research to see how many seconds you need to create a memory of the brand. And it turns out that that threshold is two point five seconds, and it turns out that 85% of online ads don't get that much attention. So all these ads in all these places that people's eyeballs are currently going to don't get enough attention from people to create that brand memory, and and the brand building effect. So this is a real problem for the lots of littles strategy, and Karen is a really serious researcher. The work she did is very good, so I a 100% believe this finding. But I'm not sure that I believe that the conclusion is saying that lots of littles doesn't work. And the reason is that she's not the only person working in the attention space. And last year, Habas and Lumen released a really interesting study, which they called aggregate attention. It's the results of 9,000 list studies matching exposure to different numbers of ads in the same campaign and the attention that they attract to uplift in awareness, that important thing for brand building. And the chart shows this chart shows the findings. So blue is where the ads get more than Karen's threshold, more than two point five seconds of attention, and purple is where they don't. And what you see is that seeing lots of ads with a little bit of attention is a perfectly good substitute for lack of attention to any one ad. What's happening is the little bits of attention are adding up into something significant in people's minds. And it's not just for brand awareness that lots of little moments add up. This chart shows some stats from research that Meta did on their own platforms, and it shows that you actually get more sales from the same amount of investment if you use lots of little moments rather than the one big long continuous moment. And the research the Meta research confirms again that it doesn't matter if you don't get that two point five seconds of attention that Karen pointed to in each individual moment. In the lots of little campaigns, ads with less than two seconds of attention can still generate a lot of sales. So plus 21%, plus 34%, and 46 of those online sales generated was by ads with less than two seconds of attention. What's happening is it's a bit like the honeybees here. Each bee has its has his own job, you know, fetching fetching pollen, stashing it in the hive, working on the honey. And on its own, each honeybee can't do much, but there are a lot of them, and they're coordinated working together for the same outcome. Together, they can achieve a lot. So the coordination, the act of working together, the synergies between the bees is what makes it all so effective and so useful. And the same is true in media, and it's not just on the platforms. It's across all media channels. Every time a new channel or platform is added, it has its own effect, and it also has a synergy effect where it interacts with the other channels. And in econometrics, which is what me and my team do, you can see this effect and you can measure it. What's happening is your target audience sees a lot of related but different things, and the repetition works to create memories without getting boring. And the size of synergies are surprisingly substantial. Try saying that after you've had a few. But even if you can't say it, remember it because study after reputable study confirms it. Spending the same amount of money across more media channels boosts the return you get in rep in revenue and brand strength. This chart shows the size of synergy effects as you go from using one channel to five. And whichever country you look at, Econometrics reports a huge 70% more return on investment. According to Kantar, you can even more than double the effect on your brand. So there's big gains to be had here from managing synergies well. And that's how you get the honey, or in our case, the money for your business, the return on investment, and the growth that you want. In media, the things you should be doing is, first of all, appearing next to people's niche interests, two, targeting lots of little hits of attention, and number three, spreading your spend across lots of channels. That's the things you need to know about media, but it's not just all about media. It's also about creative. Creative is a really, really important part of this strategy. It's not my area of expertise, but rather brilliantly, we've got the wonderful Tom Roach, who is a fantastic expert on this, and he's gonna help you to understand more about the creative side coming up next. Over to you, Tom. Can you see my slides, and can you see me? I guess is the question. Great. I'm just gonna try and get big on that. So, you've heard the media and effectiveness side of the the equation, the lots of little strategy. And now I'm gonna talk about the creative side. I'll talk about one of the key dilemmas that marketers face with it, which is essentially how to build a consistent brand in this fragmented media and creative landscape. And I'll suggest five key principles about how to approach it. So, historically, brand building has been about singularity, consistency, repetition. All the marketing gurus and strategy textbooks will tell you this is what businesses and brands need. Whether you call it a purpose, a vision, a north star, a positioning, a proposition, all that jargon, you need to define a singular idea to guide your actions internally and your marketing externally. Brand building communication is usually seen as being about finding a single idea or positioning, finding a great creative expression of it, and hammering that home with everyone, saying it again and again and again until it's indelibly imprinted on people's retina. Now last year, the ad testing company System One published a brilliant piece of research on the power of creative consistency over time. Its core finding was that brands that are creatively consistent and stick with their campaigns over several years score better and better on system one's ads testing methodology. Its lessons were essentially for big results, stick with your current agency, your current campaign. And they saw this effect build after year one when the effects start to compound. So marketers today face a dilemma. They're caught between two apparently conflicting demands, what the evidence says their brands need to thrive versus what the platforms tell them they need, consistency and repetition or a continual stream of fresh content. The platforms, though, don't really care about our brands. They were built, first and foremost, to monetize the eyeballs and attention of their users and to keep users scrolling, searching, shopping, and browsing, keeping them addicted to their feeds, and only secondarily to help us marketing people build our brands. Because the platforms demand constant, fresh, new, original content. The more time users spend, the more ad, space they can sell, the more money they can make. So they serve content according to algorithms which prioritize newness and freshness. This principle also extends to paid ads. So their primary concern is to keep feeding users new content. They're not very interested in brands' needs to keep to one singular message, one consistent campaign idea, or one consistent set of distinctive brand assets. So there's a conflict between what the ad gurus say and what the platform say. Effectiveness people tend actually not to believe in things like ad wear out. You can keep running good ads forever, say system one. But the platforms keep telling us, ad fatigue set in. They need new assets. This may explain why you get this kind of never ending debate in marketing today on in places like LinkedIn that goes round and round about, effectiveness people saying ad wear out doesn't exist and, platforms saying ad fatigue is endemic. So we've got a we've got this dilemma. Now Meta, they say their algorithm absolutely loves diverse creatives. So people at Meta say the opposite of the ad gurus who love brands to to run single big hero assets. They say you should run 20 plus assets as it allows their system to find you new audiences. They say that if your all your assets are too similar, their ad delivery system may reach the same audiences repeatedly, whereas diverse creative is much better for reach. On meta, if you have campaigns of 20 plus creative assets, it drives big improvements with big drops in CPAs of 30 odd percent on average and improvements, in incremental reach on average around nine or 10% because new copy allows their system to find new audiences. So marketers are caught between this, this classic need, desire for singularity and consistency that effectiveness people say is important versus the multiplicity, novelty, and freshness that the platform say is important. And they're typically forced into making a choice by the platforms to produce a high volume of creative assets to keep their audiences glued to their screens. So I'm now gonna try and share some principles for brand building in this era of fragmentation to help us square this circle. So the first thing to say is there are significant synergy effects from multiple channels working together. You've seen greatest charts, that brilliant layers chart, which is a a a great modern take on a classic principle, the media multiplier effect, which has been known about for some years. And Kantar's research into this suggests synergy effects are larger than ever before. They've grown from just 18% pre 2014 and are above 45% now, and marketers are benefiting from that. Marketers are getting better at integrating their campaigns. But it also means that properly connected campaigns are no longer nice to have. Connectivity needs to be at the core of the creative strategy in the age of lots of littles, or otherwise marketers risk falling behind. The second principle is one that we've already just seen from Grace. We need to aggregate millions of fleeting moments of attention. You need to be conscious of the limited, more fleeting attention many of today's channels and formats usually get that could limit their ability to create or refresh the longer lasting brand memories that can influence future sales. Attention measurement company Lumen came up with this concept of aggregated attention, which means thinking about the total amount of attention your campaigns are achieving. And being humble, which Roach and Sharpe really emphasizes. Be humble. Only expect fleeting moments of attention. Great if we can get more attention, but only expect fleeting moments of attention, not necessarily big chunks of it. The third principle is that you need to make creative that's fit for platform as as best you can. So refer research from the platforms tend to say that ads work best both for immediate and for longer lasting effects when made bespoke for each platform. So Kantar's research says campaigns work least well when all the ads are separate and disintegrated. They work better when they're similar and connected, and they work best of all when they're both connected and made bespoke for platform. In fact, they have a plus 60% greater impact on brand equity overall when connected and fit for platform. There's a watch out here which is that even the very basics are not being done when it comes to fitness for platform. So CreativeX, the attention sorry. The AI driven, creative measurement company, say that, about 50% of media budgets are put behind ads that are not fit for platform in some very, very basic way ways in terms of branding in in the wrong kind of place, sound on or off wrongly, the wrong length, the wrong kind of framing. So some really simple stuff that people just need to get to get much better at before they can start to get really, really advanced at this stuff. Number four is that you have to employ imaginative repetition. So when it comes to creative, it's not just quality that matters today, but quantity does too. The challenge is how to generate the required quantity without your communications becoming incoherent and inconsistent and without sacrificing quality. The ad industry has always cared about doing the big things well, but that alone is not enough now. We need to do the many small things as well and as collectively as possible. And BBH cofounder John Barthel coined this term decades ago, actually, imaginative repetition, to help maintain the balance between creative freshness and brand consistency. And this principle is now more important than ever. It's not a question of whether the principle works. The principle has worked forever. It's about the degrees to which we need to deploy it. And we can see this in really great in great, modern advertising campaigns, the the sorts of stuff that Liquid Death, Duolingo, people like Nutta Butter Nutta are doing. Really interesting, creative, imaginative spins on an existing core brand strategy. An example of this in action is, the H and M campaign find your beach. That's a great example. They use the power of hundreds of creators, including CGI and AI creators to find new ways of producing content and fueling their content engine. Instead of producing assets for a summer vacation campaign, which wouldn't have been relevant for their young US audience in urban areas with little, vacation time and money, they developed the concept find your beach that came to life, with a diverse collective of talented creators, all finding their own personalized expressions of where they where they could find their own beach. And it drove good uplifts in consideration, really good uplifts in reach, and also improved cost of consideration per person. So it's important not to allow multiplicity to lead to inconsistent creative, and this H and M campaign with its core idea, really managed to do that. The good people, our good friends at David's emotional measurement, ad testing, company, use, a really great, example here. They looked at, I think, 200 assets in across nine brands, four platforms in soft drinks market. And they found that brands that were emotionally coherent and avoided emotional confusion were also the highest scores for creative effectiveness. So while the age of fragmentation is unavoidable, it's incumbent on brands to take control of their core messaging, build on imaginative repetition, and not let, siloed creative, be be create a a confused image or emotional, kind of, impression to the world. So I would say that brands need to to to think about developing a system of ideas, not necessarily just think about brand as a sequence of ideas as previously. So agencies have spent decades talking about big ideas, but actually what maybe we need now is systems. Ideas don't need to start big. They can start small. They can start anywhere. They can be executed in different ways on different platforms so long as they are all connected by a coherent brand strategy. So not necessarily just big ideas today, although, of course, they still work, but really thinking about different kinds of ideas of different sizes in different places. Fifth and final, principle is to to consider AI as your friend here. AI for speed, scale, and consistency. It's got really useful benefits which can help us navigate this world. It helps us iterate quickly, scale up creative ideas faster and greater than was possible before, helping us do this whilst also delivering real, brand consistency and also allowing us to check platform fitness and and even quality control. Fun thing we did at Jellyfish a couple of months ago, to demonstrate the speed with which you can iterate and create, with AI today, team small team has built, a brand in all the communications it would need to launch. It was a mood enhance mood enhancing gummies brand, and we came up with it in twenty four hours, created social content, the the brand strategy, the idea, the execution, production, all in twenty four hours. And we made a brand video that scored, 3.7 on system one's ad testing, which is better than some, you know, multimillion pound, TV production, execution. So you can do this very quickly, and you can do it just as good quality as, as as previously would have taken months if it's sometimes even years. Example of a a global beauty brand, really, just the the sheer exponential growth in assets that are often required these days. So this brand, around 2017, was making about 300 assets, six years on 2023, three and a half thousand assets. And you can only imagine the exponential growth in assets that might be required these days. Not saying it's absolutely essential that we should all be making millions of assets, but that is the case in some some examples. The, AI, creative testing company realized, told me about a cosmetics brand that that wanted to test millions of assets from them. So, of course, if you're making millions of assets, you need to be and you're gonna be needing you to use AI to develop them. You're very likely gonna be needing AI to also evaluate them. This is an example of, Jellyfish's work with Virgin Atlantic. We take their brilliant creative campaigns from Lucky Generals, the agent creative agency, and we scale them rapidly using our AI platform, Pencil, to generate new imagery, help launch new routes, change prices dynamically. It's proving to be an incredibly efficient way to scale brand campaigns, and you can just see how how consistent it is in terms of in brand terms just visually like that. So we made a thousand assets in seven days in this case, a task that previously would have taken three months. So much more cost effective, and those assets even perform better with a a significant reduction in CPA versus standard assets of around 23 in this case. So there you have it. Big as a collection of smalls, but you need to aim for the best of all worlds, high consistency, high high fit for platform, high velocity, and variety. You need to clearly define your brand strategy, brand assets, and codes, and adhere to them, ensuring creative consistency across them. You need to ensure high fit for platform for all your assets as best you can. You need to deploy imaginative repetition, delivering creative variation on a campaign theme. And you probably need to use AI to help deliver the velocity and variety, that that's required today. So, actually, AI can play a really important role across all of those three things. Decades ago, Jeremy Billmore said that people build brands as birds build nests from scrap from scraps and straws we charge upon. It's just the scraps and straws we we make for people to find these days are significantly smaller and exponentially more numerous now. So we can't allow our brands to be a disconnected mess with meaning and messages lacking coherence and consistency. It's our job to weave these lots of littles together into a meaningful whole because fragmentation doesn't need to mean inconsistency if you make every little piece unmistakably branded. So millions of littles adding up to one big brand. Thank you. And now over to Adi to introduce JJ from McDonald's and how they do this brilliantly in practice. Hey, Adi. Adi, I think, you you were on mute. Can y'all hear me? Hi. Sorry, folks. Don't worry. I'm here. I don't know if you wanted to repeat anything, but we can hear you now. Yeah. I just wanted to, just wanted to introduce you, JJ, and hand over to you, and talk about how McDonald's has actually been ranked number one in the WARC rankings a couple of times. So, you know, clearly a brand that understands effectiveness and how to navigate this fragmented brand universe. Over to you. Awesome. Thank you. So we're gonna try all of this. So here we go, I think. Alright. Y'all see a slide? Thumbs up. Is it there are slides you all can see? Yeah. Alright. Alright. Well, I'm so excited to be a part of this. And, in partnership with Grace and with Tom and with Adi, we're really pumped just to talk about, this modern approach to marketing. We love this idea at McDonald's of this, big as the collection of smalls as Grace has just gone through that. And what we love about that is that we think about our fans because everything starts with our fans. And the little small truth that our fans love about our brand is something that we call, Fan Truce overall, and it's it's an it's our ability to actually unleash this power, the small little things that our audience already knows and loves about our brand. So there are different moments or memories or rituals and behaviors that our fans continue to love about our brand every single day. And so just, a collection of small tantrus that I love, pickle lovers and pickle haters, they can still be friends. You know when you get a QPC, a quarter pounder with cheese or an egg McMuffin, you know that cheese is on the wrapper and you wanna make sure you get every last morsel of cheese. That is an amazing fan truth. And there's also one where your daughter told you that she had graduated from the Happy Meal and she was ready for a Big Mac, and you're like, gulp. But those are Fan Truths that, had helped this brand helped McDonald's be on the offense. And when we are on the offense, we are winning. And this, fan truth strategy coupled with our brand voice is also just unlocked the power of our brand because we are now able to talk superfan to superfan. And you can see some of the collection of some of these posts that our fans, that we actually put out in the world and our fans reacted to. And our brand voice, we were able to find in social, honestly, at five years ago. And it's this sense of approachability and this sense of being self deprecating and humanistic, and it truly has unlocked the power of our brand. And all of this has led to a change in mindset, a change in how we show up in the world, and how we have driven this modern approach to marketing and thinking about what, doctor Grace has has gone through as well as Tom. It's been really fun to see how the brand has shown up in so many different ways. And so thinking about, this balance that we we talk a lot about and Tom went through with on the left hand side, this idea of singularity and consistency and repetition, but what we also balance that with and we think of it as an and, through this evolution of multiplicity, novelty, and freshness. And as a brand that's 70 years old plus, we have to continue to reinvent ourselves and show up in a way that has this sense of freshness. Where we show up in our channels, there is, something that we we continue to think about which is all the different channels, thinking about the fragmentation. We actually embrace the sense of fragmentation in media. And as, Grace was talking about how you show up in the different channels as well, not only having multiple channels, but then Tom is, like, talking about how then how are you making sure that your assets are actually right for that channel? We don't think about matching luggage. I always love if I could ever have a set of Louis Vuitton matching luggage, maybe that's when I'll have matching luggage. But when we think about our go to market plans, we actually think about showing up in the right channel with an asset that actually is right for that consumption moment. And Tom talks a lot about that. So, you know, TV is still alive. It actually is just one component though of our campaigns and we actually get excited about all the other little smalls, if you will, that Grace talked about, that make up an idea. And we don't just do nice brand platform ideas. We actually, nice brand ads. Sorry. We actually make these big brand platforms, and we have an idea that then we bring to life through all of our different channels in many, many different ways. And we're also able to do this because we share the pin with our fans. And if you look at this, slide with all of these pieces of art, we did not do one of them. All of our fans created this on our behalf and this happens every single day. And the promise of our fans, I've talked about our fan true strategy, our fan to fan voice, how our fans show up for us. We actually get ideas from them, and it's amazing just to see even what happens with the influence our fans have. And for those who maybe, have had a snack wrap, because of our fans, the snack wrap was back. We brought it back in The US. On July 10, it was actually being National Snack Wrap Day. So, again, listening to our fans, putting them front and center has been the secret sauce for us. And so by focusing on them, as I mentioned, like, what and what they love in culture, we're able to actually put culture at the heart of our marketing. And that actually has led us to create work that brings to life brand and performance. We don't ever think of about them as separate, and we were highlighted in one of the work papers back in April. And, you know, two years ago, we brought our CFO to Cannes, and he was on stage with Morgan Flatley, our global CMO. And it was great to see the trust that we have with finance and with marketing overall because over the last five years, marketing has actually driven three times the sales since 2019. And that has just been the power of how we have, adopted this modern approach to marketing overall. So, I'm gonna give a couple examples of that three case studies I wanted to share. You'll start to see the smalls. You'll start to see how we show up differently, in each of our channels as Tom has talked about. So the this first one is, something that we did, February a year ago, and it was amazing to see how we were able to celebrate a subculture, in in, anime overall. And what was really amazing is there is something that already exists in the anime world called McDonald's. McDonald's is the most bootlegged, fast food restaurant in the anime world and there are many many variations of McDonald's. McDonald's is the most popular one and so we have this great story that we brought to life in this experience of McDonald's. And we introduced a new savory chili sauce that we paired with with nuggets. So we had McDonald's, sauce as well as with nuggets. And that we were able to bring this entire experience to life, partnering with the best of the best in the anime culture, and we were able to actually pull pages out of the anime playbook and create an entire campaign, working with all of these artists. And what was great about it is we just moved we did a lot of storytelling through the most popular genres of of anime. So whether it's action or mecca or fantasy, we were able to then unlock these different stories and we actually had this a content series. And so each week, we were able to focus on one genre and truly unlock, storytelling in a way that we call no dead ends. So this was a packaging. We actually create our own version of manga with AckeeBright. And with each bag that was given to our fans, there was a QR code which you can see here in the bottom bottom, left hand side on the bag. And we were able to refresh a manga story for each of the pieces of content that we're running in the rest of the campaign and the other channels. And when I say no that ends, what's great about that is we were able then to unlock something that would go to a different channel and then open a door and a window to another channel. So these are the four manga that you would see each week as you click on the QR code, and we brought this to life through our own channels, whether it's mcdonald's,um,.com, through our app, and we also went into gaming. And what was cool about this is our partnership with Fortnite. This was a brand first for us where McDonald's was created and there were different secret rooms that you could go and unlock something to enhance your gaming experience. And as I mentioned, the idea of no dead ends, Again, if you were in Fortnite, you could unlock something that took you back to the app to order the with nuggets meal. If you're in the McDonald's app, you could then get a code that then sent you to Fortnite. So thinking about that, cross pollination as you went through the experience was something that we loved. We also wanna make sure we are leaning into the physical world. We love when the digital world meets the physical world. And in LA, we created this amazing experience. If you think about, the Van Gogh sensorial experience or, I think there was also, a Monet a Monet one as well. We took, inspiration from that and create our own with Donald's sensorial experience. And Usher and his son, who are in the left hand side picture, they actually popped by, and had a great time. So thinking about, I want to show you two pieces of content, that we ran. And so we'll see if all if this is going to play with technology. Here we go. Maybe not. Nope. I wonder let's see. I don't know if it's gonna play. Nope. I don't think it's gonna play. That's unfortunate. Okay. We'll keep going. You can see it on YouTube. Alright. So as we think about, our entire, universe that we've created, again, this idea of no dead ends is something that we have really loved to see. And you can see all the different touch points overall that this campaign brought to life. So the next one is, something that we leaned into with a limited time offer, limited time menu item that was a, articulation of our most iconic menu item, the Big Mac. And what we have also found at McDonald's that we've been able to do is we've tapped into subcultures, like I just mentioned with anime with McDonald's, but we also celebrate our food in a very cultural forward way. So we introduced the chicken Big Mac last year. And for those who haven't had it, you may ask, is the chicken Big Mac not not a Big Mac? I don't know. The debate the debate is on. And so we actually were able to celebrate this in very non traditional ways. We actually put the chicken big mac on the sphere in Las Vegas because one would ask, is the sphere not not an out of home board? Maybe. So we partner with Kai Synat. And so this was something that we loved because Kai is the number one streamer on Twitch. Again, tapping into the gaming culture, he actually, has loved partnering with us. He's a brand fan and we knew this because we saw him and his love for the Big Mac in a viral video. He actually walked up to a McDonald's restaurant and, ordered a Big Mac with a choir behind him. So we knew that he was a brand fan, and we actually did a nontraditional, we had a nontraditional way in to actually introduce this by partnering with him on his stream. We actually created three and a half hours of unscripted content. And so seeing the chat, seeing what happened, the chat popped off as he says, and seeing again, as we talk about our fans, putting the power of this brand into our fans' hands, what they did to continue to bring this to life in such a great and exciting way. And what was also great is we, we partnered with John Cena, Serena Williams, as well as iCarly. And John Cena was our first stream, up with Kai, and they talked about the Chicken Big Mac, but then it was really amazing to see John Cena, give this life advice. Again, unprompted, uns you know, that this all happened live, and it was great. He gave this great speech, a motivational clip, and to see all of these, streamers just listen to him was unbelievable. So the power of Kai was unbelievable as well because he we we partnered with him and, actually, he he has a media channel in of of himself. And so by living in his natural habitat, letting him be in control to drive the conversation about the chicken mac Big Mac and connect with our fans, it truly was sharing the pen and that's how you create culture. So the very last example that I have is what happened just a few months ago. And, again, tapping into gaming culture, but we did it in a way that was such a big moment for the brand but also for our partner in Minecraft. And they got their own movie that launched, at the beginning March, April. And as we think about the importance of fan truth and picking partners that we wanna make sure we are partnering with, we gotta make sure there is truth. So our fans have been creating McDonald's in Minecraft for years. So there's already fan truth in that already. And so we built this world, this Minecraft world. There was such a goat to goat as we like like to say between the two worlds as we brought it together. This is another brand first as we actually did, our Gen z. So an adult campaign, also connected with a Happy Meal campaign. So it's actually through the line. We call it vertically integrated or vertigrated. I don't know if that's really a word, but we like to talk about that a lot. And so thinking about the two meals that we offered, again, you had a collectible and all of our packaging was leaning into the Minecraft world. And then for the Happy Meal, we had three different, Happy Meal boxes as well that were leaning into the characters. Thinking about no dead ends, with our collectibles, each collectible that came and it it was the adult Happy Meal or also the, Gen Alpha happy meal. You were able to in the gen and the gen z happy meal, with the collectible, there was a QR code that then unlocked a skin that you would that would be a permanent skin in Minecraft forever and ever. We also had add ons that were also part of the app experience. And so thinking through that, we had 38 plus add ons that you could have that would continue to enhance your experience in Minecraft. Our fans loved it. It was amazing to see the excitement. They actually, brought their collectibles to the movie screening, which was unbelievable to see. And this one video that we saw was incredible if you look at these numbers, and it was truly a whole unboxing ceremony that these friends came to the restaurant and unboxed each of their, adult happy meals that they got and it was great to see I think there were six of them and there were, only one repeat of the six collectibles. So it was great just to see the excitement as each of them unwrap their experience and, again, the excitement of our fans embracing this, making this their own was something we really, really loved. So, again, I'm not gonna I think that you can find this one on YouTube too. We had a great a great, spot for this. And so the halo effect that this had in partnership with Minecraft and the excitement also attributed to their success at the box office. And they, their anticipation for what they were going to meet as far as sales, we actually blew that out of the water in partnership with them. So as we think about where we started with, Grace and with Tom, like, we love this idea of big as a collection of smalls and also the balance that you have of consistency and evolution and freshness. And so, I appreciate your time. It was really fun just to share some of our stories in partnership with doctor Grace and also Tom and Adi as well. So, Adi, I think I'm turning it over to you. Thanks so much. Thanks so much, JJ. Can everybody hear me? Yes. Excellent. Great. I've I've officially discovered the the mute button. Gotta have goals. Gotta have goals. Thanks so much, JJ, and, thanks so much to everybody else who's on on the panel, to to doctor Grace Guy, to Tom Roach. Thank you so much for, taking us through this. Unfortunately, we don't have a lot of time for q and a's. I think we're just gonna wrap, but, please do reach out to the various speakers. I know, Grace and Tom have, shared their their sort of LinkedIn details and a lot of information. So so, you know, we're happy to, to kind of connect, and then we'll we'll try and get answers to you across across those channels. So thank you very much, folks, for joining us. And, please join me in also thanking our wonderful speakers, doctor Grace Kite, Tom Roach, and, JJ Healan for the call. Thank you.