THE CHALLENGE
Position M&M’s as the go-to Valentine’s Day treat for everyone—whether for lovers, friends, or family—and spark conversations around M&M’s being a fun and sweet staple for this celebration.
STRATEGIC STORYTELLING
To build momentum ahead of Valentine’s Day, EON launched the “M&M’s Love For All” campaign, seeding PR kits early to kickstart the buzz. The campaign centered around a pop-up professional photography studio housed in a custom truck, which toured high-traffic locations across Metro Manila. The event featured interactive activities where participants collected stickers, won prizes, and enjoyed serenades from local harana bands. The three-day event began at Robinsons Manila, continued to Bonifacio Global City (BGC) High Street, and concluded at Ayala Malls Manila Bay, creating a heartwarming and inclusive Valentine’s experience for all.
WORK THAT SURPRISES
To surprise and delight attendees, EON invited popular KOLs from the Filipino music scene as guest performers. Each day brought a new surprise guest: Gelo from BGYO for the first day, Syd Hartha and Jikamarie for the second, and Stell from SB19 for the third. The KOLs helped draw in fans and created excitement, while attendees enjoyed M&M’s chocolates, collected fun stickers, and took photos in the pop-up studio, making the event an engaging and memorable experience.
SUSTAINABLE CONVERSATIONS
By collaborating with KOLs and leveraging their pre-event social media posts, the campaign generated significant attention, attracting large crowds of fans. The campaign resulted in 16 pieces of print, online, and broadcast coverage, reaching a total of 5.3 million people. Additionally, the KOL appearances and event activities sparked 125 social media features, contributing to a combined reach of 3.5 million. The strong engagement from both fans and media ensured the conversation around M&M’s Love For All continued well beyond Valentine’s Day, solidifying the brand’s presence as a Valentine’s favorite.
