McDonald’s Finland set out to expand the reach of a successful video campaign by scaling it across more digital touchpoints. The goal was to scale creative that was already performing well, while keeping it fresh, engaging, and consistent across platforms. With a modular approach powered by Celtra, the team unlocked faster production and greater creative variety. The campaign set a new standard for scalable content within the organization and paved the way for future modular workflows.
Challenge: Scaling high-performing creative elements across channels
McDonald’s Finland wanted to extend the life and impact of a successful upper-funnel video campaign by using it across more digital touchpoints. While key campaign elements were already performing well, adapting them for different formats and platforms, at scale, proved increasingly difficult. They aimed to build on the campaign’s momentum by broadening its reach, without sacrificing quality, brand consistency, or creative integrity.
Solution: Modular templates for fast, flexible content
The team adopted Celtra’s Creative Automation platform and developed a modular system using two flexible template structures. One template focused on the offer, featuring products like burgers, fries, or drinks, paired with localized pricing. The other integrated video clips from national TV commercials bringing in familiar brand scenes before showing the product.
Both templates were designed to scale, supporting over 10 product variations per launch, allowing the team to swap scenes or assets easily without starting from scratch. What previously required custom production for each asset was now delivered in a fraction of the time, allowing the team to respond faster, increase creative output, and stay on brand with every launch.
Results: Faster production, bigger output, and a scalable creative system
By shifting to a modular content approach with Celtra, McDonald’s Finland significantly increased creative output and variety. Turnaround time was reduced to just 24 hours, and the team produced 5x more creative outputs than traditional workflows allowed. The time required for the first launch using Celtra Creative Automation dropped from 115 hours to 39, and each launch after took only 2 hours, down from 27.5 – a 93%* reduction in repeat production time. Beyond these efficiency gains, the campaign set a new standard for modular thinking within the organization, leading to faster production cycles, shorter turnaround times, and a more scalable approach to creative development.
If you’re looking to replicate this level of efficiency and scale your digital activations, we’re here to help. Reach out to our team to see how a modular creative system can power your next campaign.
