Case Study: Mars – M&M’s

Introduction:

The M&M brand characters have been popularised in TV commercials for generations. But what happens when we throw influencers in to the mix, and apply a traditional format to the fast-paced world of social?

The challenge:

Our goal was to help raise awareness and encourage engagement with M&Ms across Instagram. In a very unique challenge, we needed to determine which influencer personalities best suited each brand character.

The solution:

Goat onboarded six brand ambassadors, with each representing one of the six different M&Ms – Red, Yellow, Blue, Green, Orange and Brown.

These influencers used Instagram Stories, Reels and Posts to position the brand within key cultural moments, focussed around three key themes: Screen-time (streaming/movies etc.), baking and gifting.

As part of this campaign, we also created two custom filters. One that the campaign was launched with (#WhichMAreYou – which assigned you an M&M character) and a gaming filter built alongside the brand’s creative agency and Facebook team for Halloween. This created further social buzz and impact, boosting engagement of the campaign.