Student Name: 

Fransiscus Rendy Bilianto

Student Number: 4020896

Subject Code: MKT 101A

Subject Name: Marketing

Lecturer: Vicki Hetherington

Assessment Title:  Assessment 1: Journal Entries

Word Count: 650 words +/- 10%

Due Date: Week 6, Sunday 11.59 pm

Signed: Fransiscus Rendy Bilianto

 
 REFLECTIVE JOURNAL ENTRIES

MARKETING INITIATIVE 1:

Campaign breakdown: How McDonald’s #RaiseYourArches advertisement went viral. By

Jacqui Parr

1. Marketing Initiative Description

The description of marketing initiative will be explained in 5W + 1H as below:

5W + 1H MARKETING INITIATIVE
What McDonald's marketing initiative by creating advertisements with social
media
When 2nd March 2023
Where TikTok , Instagram and TV
Why The idea McDonald's meal is so unique , it can be communicated without
without saying a word.
How McDonald’s uses advertisements on several social media platforms to
promote this campaign, from Instagram to television. people took pictures
and videos featuring the signature eyebrow move and shared them online
with the hashtag #RaiseYourArches
Table 1. Marketing Initiative Description

Picture 1. Katerinaop (@katerinaop) acted like #RaiseYourArches

1.2 Advantages and Disadvantages
The advantages and disadvantages of this marketing initiation can be seen in the details of
Table 2.

ADVANTAGES DISADVANTAGES
TV advertising and influencer cooperation This campaign didn't have a big impact on
is the best marketing in promoting this sales because McDonald’s was already very
campaign popular with everyone
As a result of this, the hashtag has been used This campaign will only be trending briefly
nearly 1,000 times on Instagram and viewed on social media because every day new
5 million times on TikTok. trends will appear
this will be an interesting campaign in
2023 , a new breakthrough for mcd in
promoting its business
Through this creative campaign,
McDonald’s successfully make a new trend
and kept their consumers interested with a
new promotional every day.
Table 2. Advantages and Disadvantages of Marketing Initiative

Picture 2 . #RaiseYourArches at Instagram.

3. The Relevant Contemporary Marketing Issue
3.1 Identify the Contemporary Marketing Issue
Some relevant issue related to the use of Social Media Influencers (SMI) in modern
marketing include:
1. It is a good opportunity for companies to see their business target market with an
influencer algorithm that works together to collaborate (Haenlein and Kaplan, 2019)
2. Increasingly advanced marketing techniques by collaborating with influencers is a
better marketing strategy than the old marketing strategy
3. more interesting and varied content that can attract the attention of the target market.
3.2 Explain why the marketing campaign falls under this Contemporary Marketing
Issue
1. Because Contemporary marketing issues are as a result of the changing global economies.
2. changes in consumer behavior due to changing times and ever-evolving technology,
changes in consumer culture and the economy
3. As marketers, marketers need to make interesting and relevant innovations to attract
consumers' attention and convey the message they want to convey effectively. the good
impact that will occur if overcoming all the challenges that exist when carrying out a
marketing campaign can make the planned campaign successful and well-aimed at marketing
targets

4. Reflection on Contemporary Marketing Issue

Meanwhile, the issues and challenges faced about social media influencer marketing include:
1. only a few influencers have real influence in this marketing strategy and attract
consumers to buy products. (Haenlein et al., 2020).
2. the high value of someone in offering something, sometimes the price offered by
influencers is not commensurate with the results obtained by the company.
3. measurement of marketing targets is not very clear and certain, sometimes companies
can be confused with the results produced after collaborating

Picture 3. #RaiseYourArches At
Twitter

Reference List

Jacqui Parr (2023) ' Campaign breakdown:

How McDonald’s #RaiseYourArches ad
went viral' UK: Four Cavendish Square,
Marylebone, London, W1G 0PG

Haenlein, M. et al. (2016) ' Navigating the

New Era of influencer Marketing :
How to be Successful on Instagram , TikTok & co ', California Management Review , 63(1) ,
pp.
5-25. doi: 10.1177/0008125620958166.
Figure Reference List

Youtube Video
https://www.marketing-beat.co.uk/2023/03/02/mcdonalds-raiseyourarches-ad/

TikTok Video
https://www.tiktok.com/@katerinaop_/video/7204080140182113541?
_r=1&_t=8dZWHlg0wTK

Instagram
https://www.instagram.com/reel/Cty4FJUrqDh/?igshid=Y2IzZGU1MTFhOQ==

Twitter
https://twitter.com/museonpastmidn1/status/1620603852398669830?s=46