Challenge
Create an environment to involve M&M’s fans, usually people with ages between 13 and 24, in order to strengthen the relationship with the brand, be informed of the latest news about what M&M’s is doing and, of course, to get to know the characters better.
It should reflect the brand image – very engaging and fun – and should support every M&M’s campaigns, both on-line and off-line.
Strategy
Create, manage and monitor M&M’s Facebook profile 24/7 with news, suggestions, games, curiosities, polls and sweepstakes. This should be the main point of contact with the most enthusiastic evangelists there are – M&M’s fans.
Outcome
Created in February 2010, M&M’s profile finished the year with 10.780 fans.
Monday started managing this profile daily exactly one year after it started and, six months after, the profile had already 83.000 fans. According to Social Bakers, M&M’s is the 11th profile with the best engagement rate and it holds the 7th place regarding fan interaction.
In October the number of followers already surpassed the 90 thousand barrier.
http://www.facebook.com/mms.portugal
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