McDonald's Malaysia recruited Gen Z with a nine-part Reels drama

McDonald's Malaysia had a severe personnel problem: the Kancil entry says hiring was 70%, turnover was 85%, and the application form took about 30 minutes. Gen Z saw the job as uncool and temporary.

IDOTYOU reframed recruitment as a social-led drama. Kau Sundaeku, or You're My Sundae, followed three new crew members in nine episodes, each under one minute, with one work benefit per episode.

The campaign treated WhatsApp as the conversion layer. Instead of asking interested viewers to leave social video for a formal form, each episode pushed them into a casual chat where information could be collected quickly.

Make the job ad a serial drama

The medium matched the audience's habit before asking them to consider the job.

Serial episodes let McDonald's explain benefits without cramming them into one ad.

WhatsApp removed the intimidation and delay of a formal application.

The story changed employer branding and recruitment mechanics at the same time.

For hard-to-fill frontline roles, the application funnel can start as entertainment if the story teaches the job and removes friction immediately.

Kancil reported 65.7 million total video views, hiring rising from 70% to 110%, and turnover falling from 85% to 60%. APAC Effie later cited 7.5 million youths reached, 33 million Instagram views and 32.7 million TikTok views.