M&M’s Fun Hunting for Pink

In spring 2021, M&M’s strategically launched new product “Pink”, aligning with China’s popularity for cherry blossom – Sakura. The objective was to elevate M&M’s product association with Sakura and create a memorable brand experience for young Chinese consumers.

This year, recognizing the Sakura fever on the Red platform, M&M’s collaborated to co-create an immersive cherry blossom hunting experience featured a branded city map for cherry blossom guidance, an engaging H5 with interactive games, selfie filters, and Sakura-themed zones in Lawson convenience stores, strategically integrating the pink product into the Sakura online social discussions.

By fostering organic discussions and co-creating valuable content on Red, M&M’s effectively positioned itself as a relevant and engaging brand within the Sakura trend. It achieved 81% co-mention rates between M&M’s and Sakura on Red, a 418% increase from 2021. Posts related to M&M’s Pink surged by 78%.