Valentine’s Day is a huge day for the chocolate business. The goal for M&M’S® was to break through the romantic-gifting competition and create a brand message that would resonate with customers and prospects through this comprehensive (and IAB MIXX Silver award-winning) direct response campaign.
My team was really excited to create something fun and engaging for all the fabulous fans of these iconic and beloved candy characters while also driving sales at this critical time of year.
To break through the usual Valentine's Day chatter, we developed a campaign for personalized MY M&M’S® Candies that leveraged the fame of our colorful co-conspirators in a way that really tugged at the heart strings from less traditional angles. We created five emails, released over a two-week period, based on a comic-style series in which Red and Green gave helpful tips for achieving Valentine’s Day success. Paired with a playfully interactive retargeting banner, the campaign seemed to do the trick.
By the release of Tip #2, the MY M&M’S® all-time record for top sales in one day was shattered and the brand saw their most successful quarter to date.