McDonald's Social Media Manager Stella Leynerman talks lessons learned from A Minecraft Movie campaign

Trying something new can be uncomfortable, but it is necessary in a social media centric world.

So says McDonald's Social Media Manager, Stella Leynerman, who has spent the last year working on the company's A Minecraft Movie campaign - a project, she notes, that "reflects the heart and soul every single person on the team poured into it".

In a LinkedIn post, she said: "I could talk about how special this campaign was (because it truly was), but instead, I want to hit on a few lessons I've learned from the brilliant team around me."

This includes the need to take risks: "an integrated Gen Z/Gen A social approach, new audience targeting on Community, a unique paid media strategy, and McDonald’s first ever Twitch stream. Not everything went perfectly, but we learned. And we’ll do it better next time."

It's important to be a human first. "Long days, early mornings, constant pings - it adds up. But showing up with empathy matters. Everyone’s in it with you so treat them like it."

You should also protect your mental health. "Set boundaries, even when it feels like you can’t. You can’t do good work if you’re burnt out."

Own your own mistakes. "No one expects you to be perfect. Just be accountable."

You can't outsource confidence. "if you're always waiting for others to validate your work, you'll never get to truly celebrate it."

Feedback is helfupl, until it isn't. "Ask for input, but know when to trust your gut. Too many opinions can dilute a strong idea."

Remember to say thank you. "Often. Mean it."

And last but not least, "listen more than you talk. That’s where the good ideas are born."

Leynerman concluded: "I could never have anticipated the reaction this campaign would get. But with a team that sweat every single detail to get it right - I can’t say I’m that surprised either."

2025 RTIH INNOVATION AWARDS

Social media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.