 This is Social Confidential, where Adweek's social media editors take a look behind the logo to find out who's tweeting and sharing from major brands. I'm Jessica Harris, and I'm here with Guillaume Nguyen, head of social at McDonald's, and John Petty, head of social at Widen Kennedy, New York. How do you go about developing and plotting your larger strategy? Everything starts with having a common language. It's about making sure that we speak to our fans in a way that they will connect with. And to do this, we have something that we call fan truth, and it's as easy as, you know, things we all experience when we go to McDonald's. I know that if I go to McDonald's when I will order, I will end up saying, can I get, because I always do this. It's a fan truth. So you've made some great plays with celebrities lately. The Travis Scott meal was one of Adweek's top marketing moments of 2020. This is maybe one of the most obvious fan truth that we have. Everyone has a McDonald's order. You have a celebrity, you also have a McDonald's order. Travis Scott is actually a fan of the brain. We also knew that he had a rabid, a rabid family. It's actually the information leaked a bit before when we were supposed to announce it, but we did not confirm anything. We waited the very last moment to confirm that this would be happening. I think we just tweeted something like a cactus emoji and a burger emoji, and then we decided to actually let Travis tell for us that the promotion was happening. And the minute he did this, it went absolutely wide. I remember my phone blowing up. I remember that we could not cope with the demand. Turn your notifications off on days like that. But it's not just celebrity meals that you've played with. McDonald's also tweeted photos of everyday users' favorite meals. The articulation is actually called famous orders. And what it was was an illustration of celebrities and prominent figures, what they would order when they go to McDonald's. We loved that idea because it was inherently social and invited people to participate and co-author with that idea was going to end up being. And that's exactly what happened, right? We put that articulation out and people start raising their hands and offering and volunteering their orders. The McDonald's Twitter account has become a bit more self-aware in recent months. We have a joke about our soft serve machine, but we're afraid it won't work. When and why did you start playing more with the self-aware and more self-deprecating humor like that? I believe in brand vulnerability. I think that when you allow your brand to be vulnerable in a way, you connect way more with your fans than you would ever wish for. To use one of the examples you shared about, you know, how are you doing this again took us by storm. Like we knew it would be a good one, but when we have seen the level of replies from people and from brands, it was absolutely overwhelming. It was absolutely beautiful. To this day, we still have people commenting on every single tweet we do. Hey, how are you doing people? If you could give one piece of advice to brand social media managers, what would it be? Well, I would say get some sleep. I think this is definitely a job that requires like a lot of energy, passion and commitment. I would also say strive to kind of build a relationship that is one of camaraderie and chemistry like what I did in New York has with McDonald's. Accept the fact that it's not always the right time to be bold. There is right time to be bold and right time to be, I would say, more classic and accepting this as a social media manager is super important. Kiyom and JP, thank you so much for joining us and sharing your insights. I had a great time. Thanks for having us, Jay-Z. I'm Joseph Harris and this is Adweek's Social Confidential. See you next time.