THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project

McDonald's CEO Instagram and LinkedIn

Entered in Use of Viral Content

Objective

The objective of Chris Kempczinski’s social media presence is to strengthen McDonald’s corporate brand by positioning the CEO as an accessible, authentic, and engaging leader. On platforms like Instagram and LinkedIn, Chris K. seeks to humanize leadership, build trust, and connect with audiences in a way that feels both professional, transparent, and culturally relevant.  

 

The goals of his social media approach are to:  

 

 

By balancing thought leadership with playful, viral-ready content, Chris K.’s channels aim to inspire fans, employees, and stakeholders to see McDonald’s not just as a brand, but as a people-first company led by approachable leadership.  

Strategy

Chris K.’s social strategy pairs corporate storytelling with cultural relevance. Instead of relying solely on polished, traditional executive-style posts, his channels lean into a “CEO as an influencer” approach, meeting audiences where they are with content that mirrors the tone, pacing, and humor of the platforms.  

 

A key differentiator in Chris’s social approach is the intentional choice of iPhone videography over highly polished, studio-style production. This capture style mirrors how professionals naturally share content online, ensuring his posts feel authentic, accessible, and true to the platform’s format. By avoiding an overly polished corporate approach, the content invites audiences to connect with Chris as a candid approachable leader rather than a distant executive. This stylistic decision not only reinforces his people-first tone but also sets him apart from other CEOs, many of whom rely on scripted, high-production messaging. This foundation in authenticity directly informs the broader content mix, cultural participation, and behind-the-scenes access that define his social presence.  

 

 

The Snack Wrap Taste test is a prime example: a playful, two-part teaser campaign that blurred the line between corporate leadership and cultural participation. By featuring Chris K. in a native, social-first format, the content generated buzz, extended the product announcement lifecycle, and reinforced his channels as a must-watch for authentic, approachable, and unexpected leadership content.  

Results

Chris K.’s overall social media presence has quickly become one of McDonald’s strongest corporate storytelling channels. His content consistently performs well, helping demonstrate the value of pairing leadership visibility with platform-native storytelling, building trust in the McDonald’s brand and moving the needle on reputation overall. 

 

Highlights include: 

 

Most importantly, Chris K.’s approach demonstrates that social media is not just a channel for updates. It transforms leadership into a relatable, engaging presence that drives cultural conversation and strengthens corporate reputation.  

Media

Video for McDonald's CEO Instagram and LinkedIn

Entrant Company / Organization Name

McDonald's Corporate, McDonald's Corporate

Links

Entry Credits