McDonald’s
Spotlight Dorado
In partnership with Brilla Media, Refined Media Group led the influencer marketing strategy for McDonald’s Spotlight Dorado, which was a national initiative celebrating and empowering Latino filmmakers. Our team developed and executed a six-month digital campaign designed to build awareness, cultural credibility, and connection with Gen Z Latino audiences. Through influencer storytelling, content direction, and paid media amplification across TikTok, Instagram, and Facebook, we helped position McDonald’s as a champion for emerging Latino creatives in the film industry.
The Challenge
Spotlight Dorado was a new McDonald’s initiative aimed at uplifting Latino filmmakers, but it entered a crowded entertainment and social landscape where audiences are constantly inundated with branded storytelling. The program needed to break through the noise, build awareness from the ground up, and earn cultural credibility among Gen Z Latinos — a generation that values authenticity and can quickly spot performative marketing. The challenge was to introduce a fresh platform, communicate its purpose, and make McDonald’s presence in the creative community feel both genuine and long-term.
Solution
Refined Media Group developed a six-month influencer and content strategy that centered storytelling and authenticity. We identified Latino creators whose voices naturally aligned with the mission of Spotlight Dorado and guided them in producing narrative-driven content that connected the filmmaking initiative to culture, creativity, and opportunity. Each influencer was supported with storyline development, script guidance, and content direction to ensure cohesion across TikTok, Instagram, and Facebook. The campaign was amplified through a targeted paid media strategy that extended reach, optimized performance, and allowed us to retarget highly engaged audiences. By combining credible creators with measurable media distribution, we helped McDonald’s move beyond awareness to meaningful engagement and cultural relevance..
Impact
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Impact •
Impact
The campaign generated over 30 million impressions, capturing attention across TikTok, Instagram, and Facebook. Influencer storytelling drove more than 14 million video views and 28,000 direct clicks, proving that authentic, culturally relevant content could inspire both engagement and action. Beyond the numbers, the initiative positioned McDonald’s as a visible champion for Latino filmmakers, strengthening brand trust and cultural resonance among Gen Z audiences. Spotlight Dorado continues to serve as an example of how intentional storytelling and inclusive partnerships can transform awareness into lasting community connection..