M&M's: Making Valentine's fun for the emotionally awkward

Eleanor Kawsek

Confectionery brand M&M's created a custom chatbot on Facebook Messanger to help young adults express their feelings, in order to increase reach and engagement during Valentine's in the Philippines.

Campaign details

Brand: M&M's Brand owner: Mars-Wrigley Confectionery Lead agency: BBDO Guerrero Contributing agency: Mediacom Philippines Market: Philippines Industries: Confectionery Media channels: Social media, Voice, chatbots Budget: Up to 500k

Executive summary

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