Kobe Case Study - McDonald's

When a global powerhouse like McDonald’s steps into the fashion arena, the stakes are high. As an undisputed market leader in fast food, McDonald’s Singapore understood that launching a fashion apparel line wasn’t just about putting their logo on clothes — it was about connecting with consumers on a new level, blending lifestyle and brand identity seamlessly. To pull off this ambitious move, McDonald’s entrusted Kobe, the award-winning influencer agency honoured as “Influencer Agency of the Year 2020,” to craft a campaign that would resonate deeply and deliver outstanding results.

Riding the Wave of Trends with Targeted Influencers

In today’s competitive digital landscape, influencer marketing is a powerful tool — but success depends on selecting the right voices and narratives. Kobe’s approach was strategic and insightful. They assembled a diverse group of 18 local influencers who collectively spoke to an audience of 352,000 Singaporeans aged 25 to 43 — a demographic that perfectly matched the brand’s target market of young, fashion-conscious, and digitally savvy consumers.

Rather than simply promoting the apparel line in isolation, Kobe cleverly hijacked the trending “glamping” (glamorous camping) culture, which has gained immense popularity in Singapore and beyond. This trend marries outdoor adventure with comfort and style — ideals that echoed McDonald’s loungewear collection perfectly. Through a series of inspiring, high-quality visuals featuring the influencers enjoying stylish yet cosy moments in picturesque “glamping” settings, Kobe created a compelling lifestyle narrative that audiences could aspire to.

Creating Buzz That Broke the Internet

The campaign didn’t just generate attention — it triggered demand beyond expectations. Consumers were so eager to get their hands on the limited-edition loungewear that the McDonald’s website literally crashed under the surge of traffic from waitlist sign-ups. This overwhelming response was a clear indicator of how successfully Kobe’s campaign resonated with the public.

Nicole Low, Digital Marketing Consultant at McDonald’s Singapore, lauded Kobe’s partnership:

“Kobe understood the campaign right from the start. They were prompt in suggesting influencers, flexible in making adjustments, and quick to share the final deliverables. Thanks to them, we received a lot of positive feedback and an overwhelming demand for this loungewear”

This feedback reflects Kobe’s strength in combining creativity with execution excellence, helping McDonald’s move beyond traditional fast-food marketing into lifestyle and fashion.

Why Kobe is the Go-To Agency for Market Leaders

What sets Kobe apart is our deep local knowledge and ability to translate brand values into authentic digital storytelling. Our carefully selected influencer roster covers a wide range of niches and audiences, allowing us to craft campaigns that feel both personal and far-reaching. We stay nimble and responsive, adapting to client needs in real time — a crucial factor when managing a high-profile launch with zero margin for error.

For a market leader like McDonald’s Singapore, where failing simply isn’t an option, Kobe’s proven expertise ensured the campaign was a flawless success from start to finish. The result? A vibrant fusion of fashion, lifestyle, and brand engagement that energised Singapore’s young consumers and set a new standard for McDonald’s influencer marketing in the region.

Looking Ahead

As McDonald’s continues to innovate beyond their core food offerings, partnerships like the one with Kobe show the power of KOL marketing in building authentic connections and creating buzz that translates into tangible business results.

For brands eager to stand out in Singapore’s crowded digital space, Kobe remains the gold standard — a trusted partner who can turn vision into viral success.