SNS Marketing for the launch of M&M's new product

M&Ms YouTube PPL, SNS Viral Marketing

Mars, a global food company, produces various candies and chocolates, including the chocolate brand M&Ms, Eclipse, and Maltesers. Avocado Giant, a digital integrated marketing agency, is in charge of Mars’ various online marketing, providing various services that meet global standards, from English proposals to reports, with digital marketing experts fluent in English.

Avocado Giant also participated in influencer marketing to raise awareness of the M&Ms Block Chocolate Bar, which was released in November 2021. According to M&Ms’ consumer marketing policy, only influencer marketing was allowed for those aged 13 or older, and the campaign had to be conducted in accordance with somewhat strict guidelines, such as complying with the appropriate amount of chocolate consumption.

Let’s take a look at Avocado Giant’s influencer marketing strategy and results, which have been carried out in various food marketing.

Chocolate brand M&M's YouTube influencer marketing strategy

M&M's Chocolate Bar Block
(Source: M&M's website)

When M&M’s Chocolate Bar Block was launched, the proportion of time spent at home increased significantly due to the difficulty in going outside due to COVID-19. As a result, the time spent consuming online content also increased significantly.

Accordingly, Avocado Giant and M&M’s used various SNS channels to effectively promote the new product.

1️⃣ Effectively delivered the news of the new product launch to the MZ generation, who mainly consume chocolate, through branded content with influential YouTube influencers,
2️⃣ Disseminated the news of the new product online using SNS social pages such as Instagram, Facebook, and blogs, and viral content.

M&M's x Cossert YouTube PPL

Mukbang content with ASMR YouTuber Cossert
(Source: Cossert YouTube)

In order to emphasize the crunchy characteristics of the product, we worked with YouTuber Cossert, who is famous for ASMR mukbang content specializing in desserts.

Rather than artificial mukbang production, we produced a cute mukbang that considered the brand tone and manner, and we wanted to naturally inform people about the appearance and taste of the new product.

M&Ms x Study King Genius Hong Jin Kyung YouTube PPL

M&M's Hong Jin-kyung YouTube Marketing
(Source: Study King Real Genius YouTube)

Study King Real Genius Hong Jin-kyung is a study concept YouTube channel featuring the cheerful and versatile entertainer Hong Jin-kyung, and it is a channel with high user popularity in terms of video views and comment responses, so it was a good fit for introducing M&M’s new products.

With the fun concept of the M&M’s commercial shoot site of the single star actress Hong Jin-kyung, she appeared with comedian Nam Chang-hee to produce YouTube branded content introducing M&M’s chocolate, naturally showing the product’s special features.

Hong Jin-kyung’s YouTube PPL video received an enormous response with 600,000 views, 1.6 thousand comments, and 7.5 thousand likes.

M&M's x Instagram, Facebook feed content and viral

Facebook Popular Page Branded Content
(Source: Time-Waste Page Facebook)

Instagram popular page branded content
(Source: What are 20-somethings doing? Instagram)

To introduce M&M’s new products, we also utilized popular social pages on Facebook and Instagram. We selected social pages in the daily life and food fields that had high user response and were active, and naturally induced consumers to be interested in the products with topics such as news of the launch of new chocolates, product features, and how to enjoy chocolate twice as deliciously.

The content uploaded to each channel was directly carried out by Avocado Giant, who created the content guide Rideline, and from image planning and shooting to review. A total of 500 cumulative likes were achieved on 6 Facebook channels, and over 3,000 cumulative likes were achieved on 6 Instagram channels.

Instagram Viral Marketing

In addition, we used Instagram and blog viral marketing to further spread the news of the new product launch.

We produced and distributed fun content with various concepts such as working from home, home cafes, and sharing meals together with 61 Instagram micro-influencers and 20 Naver bloggers.

The digital campaign for M&M’s new product chocolate bar was conducted during a time when it was not easy to go out due to COVID-19, so there were more opportunities to access online content.

M&M’s was able to effectively promote the new product by actively utilizing various SNS channels such as YouTube, Instagram, Facebook, and blogs with Avocado Giant!