M&M's YouTube Influencer Marketing

M&M's Screen Time Brand Campaign
YouTube PPL, SNS Viral Marketing

Chocolate, which has a bittersweet taste, is an attractive food that many people like. And M&Ms is a global brand that has created chocolate products that have been best-selling around the world for decades by featuring cute and round characters.

In May 2022, M&Ms conducted an online campaign on the theme of screen time. It contained a brand message that recommended M&Ms chocolate as the perfect snack to have when spending screen time with family or friends.

M&Ms Screen Time Campaign, which suggests a situation rather than simply informing of release information! How did AvocadoGiant, a digital integrated marketing agency, come up with it?

Chocolate Brand M&Ms YouTube Influencer Marketing Strategy

M&M's Screen Time Brand Campaign
(Source: M&M's Facebook)

At the time of the campaign, people around the world were spending a lot more time at home due to the coronavirus pandemic. The time spent looking at screens such as mobile phones and TVs also increased significantly. M&M’s Screen Time Campaign was a consumer communication direction established through thorough analysis of trends.

M&M's Screen Time Quiz Event
(Source: M&M's Official Instagram)

AvocadoGiant and M&M’s planned two strategies for a successful campaign.

1️⃣ Effectively promote the brand and products with branded content produced with YouTube mega influencers,
2️⃣ Maximize exposure by utilizing viral content on SNS such as Instagram and Facebook.

Both strategies were judged to be more effective because they could focus on targeting young people who are serious about chocolate.

M&Ms x LilySeeun YouTube PPL

Mega YouTuber M&Ms PPL Advertisement
(Source: LilySeeun YouTube)

Popular YouTuber LilySeeun, with 552,000 subscribers, is a master of voice imitation, catching and imitating key scenes from popular dramas and movies.

LilySeeun introduced M&Ms chocolates as the best snack to watch dramas, and then applied them to lines from popular drama characters to act them out in an interesting way.

The M&Ms branded content, which has a composition that does not cause any aversion to advertisements and captures both immersion and fun, received positive responses such as 290,000 views and 245 comments.

Mega YouTuber M&Ms PPL Advertisement
(Source: LilySeeun YouTube)

M&Ms x MEENOI YouTube PPL

M&M's Screentime YouTube Branded Content
(Source: AOMG YouTube)

The MEENOI Cooking Series on AOMG’s official YouTube channel is a popular content that has been produced up to Season 3. The first part is a meal, and the second part is a talk with light refreshments.

In the M&M’s PPL video, singer Jang Ki-ha was shown naturally eating M&M’s chocolate as a dessert after a meal.

The video achieved successful results, recording 2.91 million views and 2,219 comments.

M&M's Mega YouTube PPL Content
(Source: AOMG YouTube)

M&M's x Instagram, Facebook feed content

M&M's Screen Time Master Challenge Feed Ad
(Source: Instagram)

M&M's Screen Time Master Challenge Feed Ad
(Source: Instagram)

Lastly, in order to emphasize that this is a product that can be naturally consumed while watching videos with family, lovers, and friends, we conducted viral content with 40 Instagram micro-influencers and 20 Naver bloggers. We also promoted popular Instagram and Facebook social pages among the 2030 target to encourage active event participation.

M&Ms strongly impacted YouTube PPLs for LilySeeun and MEENOI, which are popular with the young target, and tightly woven target touchpoints using Instagram, blogs, and SNS pages.

Wouldn’t people who saw this campaign naturally look for M&Ms every time they had screen time?