McDonald’s is one of the most recognized fast-food brands in the world and has a strong presence in Chile through its app.
In a highly competitive market, where consumers have numerous delivery options and promotions just one click away, the brand required a mobile strategy that could enhance campaign performance and deliver a sustainable return on investment.
GOAL
McDonald’s challenge was not only to increase app installs but also to turn downloads into active users who make regular purchases. To achieve this, the app needed a strategy that could raise ROAS, increase in-app purchases, and encourage coupon use, one of the brand’s key loyalty drivers.
It was also essential to optimize acquisition costs and make advertising spend more efficient so every action created real business value.
ROCKET LAB's solution
McDonald’s had been working with Rocket Lab on user acquisition strategies through Reach Beyond. After reviewing performance and identifying opportunities, and together with OMD, the world’s largest media agency network and part of Omnicom Media Group, the team decided to shift to retargeting campaigns using Rocket Lab’s programmatic DSP.
This change allowed the team to:
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Run highly targeted Android campaigns focused on users with strong repurchase intent
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Re-engage audiences that had interacted with coupons or placed orders before to drive new purchases
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Use real-time optimization to adjust bids and targeting based on performance
This approach improved the app’s efficiency and created a solid foundation for sustainable growth.
CAMPAIGN RESULTS
Between January and August 2025, Rocket Lab’s DSP retargeting strategy helped McDonald’s achieve remarkable results. The app generated more than 175,000 purchases and over 94,000 coupons were redeemed, reaching a 15% conversion rate from offer to purchase.
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The campaign also diversified conversion sources: 35 percent of purchases came from coupons, 49 percent from Mobile Order and Pay (MOP), and 16 percent from the app’s own delivery service. This balance proved the importance of using multiple channels within the app.
In terms of efficiency, average ROAS tripled. The cost per purchase fell by 12.5 percent and the average monthly number of purchases grew by 54 percent.
These results show how a clear and well-designed strategy can take an app’s performance to a higher level.
By shifting to DSP retargeting, McDonald’s optimized its investment and achieved scalable, long-term results in a competitive market.
At Rocket Lab, we believe every brand benefits from a smart and adaptable media mix. This case shows what is possible when technology, real-time optimization, and strategy work together.
If your app is ready to grow sustainably, our team can design the right approach for you.
“With Rocket Lab, we moved from focusing on installs to creating real value. We turned downloads into purchases and strengthened user loyalty thanks to real-time optimization that made a difference.”
JULIAN BARBERO, LATAM GROWTH AND PERFORMANCE MANAGER AT ARCOS DORADOS.
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