Mars M&Ms influencer marketing

M&Ms YouTube PPL, SNS Viral marketing

M&Ms, which has been conducting digital marketing for a long time with influencer marketing company Avocado Giant, launched a large-scale campaign on March 23 with the concept of a chocolate product that is good for gathering and enjoying together.

They launched the mobile game Find the Crew with the slogan Fun for all, which means M&Ms that make everyone happy. Through light games, we wanted to effectively imprint M&M’s brand image that can be enjoyed with family, friends, and lovers.

Global brand M&M’s influencer marketing strategy

M&Ms brought the AR mobile game Find the Crew to the forefront for brand communication. Like Pokemon Go, it is an easy and fun game where the person who catches the most floating M&M chocolates wins.

M&Ms Find the Crew (Source: M&Ms)

SNS marketing was essential to spread the word and encourage participation. We decided that it would be most effective to show influential influencers directly playing the game through branded content marketing through mega YouTube channel PPL and SNS short-form video marketing that appeals that it is an easy and simple game.

Mega YouTube Channel PSICK Show PPL

M&M’s x Psick University Branded Content Marketing
(Source: Psick University YouTube)

M&M’s and Avocado Giant’s choice was Food University, a YouTube channel by three comedians with 1.95 million subscribers at the time. Among them, Fish Show, a parody of American talk shows, is a popular content with many views as a situational comedy using secondary characters.

M&Ms x YouTube Psick Show Advertisement
(Source: Psick University YouTube)

M&Ms x YouTube Psick Show PPL
(Source: Psick University YouTube)

M&Ms carried out branded content on the Psick Show in which Epik High appeared. Throughout the long run, products were exposed naturally and sometimes impactfully, and even held a product giveaway event. Many responses were saying that it was good because a global brand was advertising in a talk show video with the concept of speaking in English, and it was fun and even gave away products.

M&Ms x Psick University YouTube PPL
(Source: Psick University YouTube)

M&M’s Food University Food Show PPL video received a lot of love, recording about 1.3 million views, 32,000 likes, and 2,258 comments in the one month since it was uploaded.

Celebrity Instagram Marketing

While YouTube branded content ads show products for a long time and increase intimacy, Instagram Reels ads are a powerful way to show products in a quick, easy, and fun way. And Instagram advertisements using images can familiarly convey information. If you do all of this, your marketing synergy will be much higher.

M&M stimulated curiosity by introducing games and holding product giveaway events through Instagram Reels marketing run by celebrities and other popular influencers. In addition, basic information was spread through Instagram viral using image content.

M&M’s x Lee Yi-kyung’s Instagram Marketing
(Source: Lee Yi-kyung’s Instagram)

M&Ms X Yoo Byung-jae PPL

(Source: Yoo Byung-jae instagram)

As M&M’s campaign slogan is fun for everyone, celebrity influencers put fun as their top priority. Actor Lee Yi-kyung and comedian Yoo Byung-jae showed both the product and the game through Instagram.

M&Ms x Influencer HemTube Reels Marketing
(Source: HemTube Instagram)

M&M x Influencer Kang Ye-chan Reels Marketing
(Source: Kang Ye-chan Instagram)

In addition to celebrity Instagram advertisements, we also conducted reel content with 10 popular influencers with followers that match M&M’s target, including HemTube, Choi Yun-mi, Travel Killer Dorothy, and Kang Ye-chan. In addition to short and bold Instagram reel videos that show the different charms of each influencer, M&Ms also used image content with 10 additional Instagram influencers to convey the ‘dessert that is fun and fun to eat together’. The brand image was effectively spread.

As a result of Instagram marketing by a total of 20 people, the reels received approximately 2.73 million views, approximately 559,000 likes, and approximately 700 comments, spreading the joy of working with M&Ms to Instagram users.