FOOD & BEVERAGE, MEDIA & MARKETING | Staff Reporter, Singapore

Singapore millenials choose Mcdonald's as most favourable brand: study

Its viral marketing campaigns worked and cheap meals did the wonders.

McDonald’s is the most positively talked about brand amongst Singapore millennials, a study by market research firm YouGov found.

With a score of 77.4 in YouGov Brand Index’s Word of Mouth metric, McDonald’s bested homegrown ride-hailing firm Grab which garnered a score of 74.7.

“McDonald’s continues to be extremely popular with younger Singaporeans, with their affordable meals and viral marketing campaigns,” YouGov’s APAC head of data products said Ervin Ha said.

Ha noted that the food chain’s Ramadan advertisement recorded over 1.1 million views on Youtube and was even picked up by Buzzfeed.

“By harnessing the power of word of mouth recommendations, McDonald’s is a clear leader amongst Singaporean millennials,” he explained.

Aside from McDonalds and Grab, social media platforms also graced the rankings with Facebook (69.7) in third, Instagram (69.5) in fifth and WhatsApp (65.9) in tenth. Other tech-related brands include Netflix which placed sixth (68.8), Apple iPhone (67.3) in seventh, and Carousell (67.3) which placed eighth.

Meanwhile, national carrier Singapore Airlines (SIA) made it to the ninth spot (66.3) whilst Japanese fashion store Uniqlo (69.7) secured a fourth place finish.

YouGov’s rankings are based on YouGov BrandIndex’s Word of Mouth metric where respondents report brands they discussed with friends or family both online, in-person, or through social media for a two-week span. They are then filtered by the age group for millennials which is from 18-34 year-olds.

Screen capture from McDonald's Ramadan commercial.

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