Eason Li leads social media and fan engagement for McDonald's China, crafting brand content to connect with fans. By leveraging a social media matrix and fan-centric IPs like "Pie Day" and "Large Fries Day," he has engaged over 160 million fans, bolstering brand love and driving business growth. Since joining McDonald's China in
2020, Eason Li has been a trailblazer in innovative marketing. His efforts were recognized in 2022 with the prestigious McDonald's Presidents' Award. He spearheaded McDonald's China's first podcast project, "BIG MAC Chat," and first offline cultural art exhibition, "BFF Mc-Friendship Trend Cultural Art Exhibition." In March of this year, he collaborated with the internal IT team on McDonald's China's first AI conversational interaction "P.AI" during the Pie Day campaign.
As product fundamentals remain stable, consumers are shifting toward emotional resonance. Research shows 64% prioritize emotional consumption, pushing brands to enhance emotional value in marketing. McDonald’s taps into this with toys that evoke childhood nostalgia, strengthening its “McDonald’s treats you like a kid” connection. Recently, it launched P.AI (Pie) Day, seamlessly blending branding, sales, timing, and product appeal. With AI-driven interactions, the campaign deepened user engagement and emotional ties.