Elindo Avastia got photobombed by M&M's Salted Caramel

Photobombed by M&M's

Influencer campaign
Social content strategy
Mocean got photobombed by M&M's Salted Caramel
The brief —

When M&M’s launched a new (limited edition) flavor, salted caramel, we were more than happy to help create some buzz. The goal was to increase awareness by creating original social media exposure that fitted the brand perfectly. Humor and boldness were key in this campaign.

By creating content that was recognizable and fun to watch, we could also install a better connection between M&M’s and its target audience.

What we did —

We teamed up with 13 content creators and real M&M’s lovers who were dying to try out this new flavor. To get the word out about M&M’s Salted Caramel a.k.a. Mr. Orange, we photoshopped the little Orange fella in one of the influencer’s pictures as if he was actually ‘photobombing their feed’.

Besides creating awareness through original content, the influencers received a discovery box and created tasting stories to encourage their audience to try M&M’s Salted Caramel for themselves.

Miette Dierckx got photobombed by M&M's Salted Caramel
In Numbers
engagement rate
1.5 mio
content creators