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.
Few brands integrate into fan culture as seamlessly as McDonald’s. Anchored in its "Fan Truths" strategy, McDonald’s has consistently created resonant, creative content that deepens fan loyalty while driving growth. From the AI-driven “Pie Day” experience to the storytelling of all-day hash browns, the brand taps into familiar, relatable insights to reinforce its unique values.