M & M’s Social Media Content

by Padhraic Stone

M & M’s Target MarketFrom my research I see the target market for M & M’s brand being women and kids, the brand targets these

two big segments with their six different characters.

The talking characters are appealing for the kids and their individual personalities are appealing to women.

As kids are not on social media, M & M’s target market is from 20 (the final years of college) to 35 and over.

These women are strong, well educated, sexy sophisticated, professional women as demonstrated by

M & M’s character Ms. Brown.

Detailed look of target audience is on next slide.

Persona 1: Margaret, 22, studies accountancy in UL. Margaret likes to keep fit, she plays football

and soccer and goes running on the off season.

Margaret likes social gatherings, she likes hanging out & going out with her friends as well as hanging with her

family. Margaret works part-time in a local shop, she is tech savvy & owns a smart phone, a laptop & has access

to a tablet at home.

Margaret is online on various formats such as Facebook, Twitter, Snapchat, Pinterest & Instagram & has only

recently set up LinkedIn as she is soon finished college.

Persona 2: Mary, 30, has finished college, has several years work experience behind her, has a

good job, is well paid & has disposable income. Mary lives with her partner Keith in their one bedroom

apartment. They go on weekends away & take holidays abroad.

Mary like’s to keep active, she goes running and goes for long walks with Keith & their dog. Mary likes meeting

friends & catching up with them.

Mary is tech savvy, she owns a smart phone & a tablet. Mary uses Facebook, Twitter, Whatsapp, LinkedIn &

Pinterest. Mary shops, keeps up to date with current affairs & fashion trends online.

M & M’s Target Audience

M & M’s Key Message The key message of the brand is fun, humorous, light hearted and sophisticated as demonstrated in the Ms.

Brown advert seen on TV.

In the advert Ms. Brown is engaged in conversation with two professional women of middle to late 20’s early

30’s age, two men are seen laughing as they think that Ms. Brown is naked.

Ms. Brown informs them it’s her outer shell and only a fool would think otherwise, in pops Red, saying “I

didn’t know it was that kind of party” and proceeds to take of his outer shell.

M & M’s content is appealing to both women & kids. Their social media channels is about reach & not

engagement.

They aim to achieve reach through consistent updates of distinctive content.

They use promotions to drive an increase in reach & purchase.

Objective: Link M & M’s strong image based content to written content, while still carrying the brands

message.

The idea: Hold interview style interactions with the M & M’s characters.

The interactions aim to be funny, light hearted and consistent with the personalities of the characters.

The content will be short and to the point so as not to take too much time to read.

Images: Images provided will accompany the content. Content with relevant images get 94% more views

than content without.

M & M’s Content

Sunday Twitter PostJoin us all this week as we meet your favourite M&M characters 1 to 1. Tune in tmrw when we meet Red. It’s

going to be sweet. #meetingM&M's

Monday Facebook PostAll this week we meet with our M & M favourites. Today we welcome Red. Red we’ve known you quite

a while now, is there anything that you can tell us that would surprise your fans?

Yeah, Yellow’s nuts and not I’m not talking about the delicious Milk Chocolate coated kind.

I do have one story for the fans, they might have heard about it. It’s really not that bad,

I had it all under control.

Yellow and I were at a party, us M & M’s we get invited to a lot of them, Oscars, Cinema dates, movie nights,

the list goes on. It can be tough to make an appearance at them all, we do try.

Yellow was in the kitchen trying to figure out how the light comes on in the fridge and I….Well I got out of my

shell that night.

I could see into the living room and I saw somebody with their Milk Chocolate out. (contd. )

(contd. )

I thought, this is my kind of party!

 

So I walked in, out of my shell, with two tickets to the gun show.

 

Turns out it wasn’t my kind of party. It was Ms. Brown the Chief Chocolate Officer.

 

We had never met Ms. Brown before that night.

 

We really hit it off.

 

I could tell she really liked me.

 

We’ll see what Ms. Brown has to say about that, thank you Red.

Monday Twitter PostToday we met Red, read about the night he met Ms.Brown. Tmrw we meet the chocolate coloured nut that is

Yellow. #meetingM&M's

Tuesday Facebook PostHey Yellow thanks for being with us today, it’s an honour, we’re nuts about you. So we spoke with

Red yesterday and we wanted to ask could shed some light on the night you met Ms. Brown?

Sure can, I was in the kitchen.

 

I was looking for my entourage, we nuts never travel alone.

 

We usually hangout in the cupboard but sometimes we can be found in the cold cupboard with the big door.

It’s cold in there.

 

I opened the door and the light was on. I looked around but I couldn’t see anybody.

Spooky. I left the cold cupboard alone after that.

 

Thank you Yellow, don’t ever change.

 

Tune in tomorrow when we meet the desirable Green.

Tuesday Twitter PostAwh Yellow you’re such a nut, tune in tmrw to see how we get on with gorgeous Green. #meetingM&M's

Wednesday Facebook PostJoining us today is Green. Green it’s a pleasure to be in the presence of such beauty, how does it

feel to be in such demand?

The pleasure is all mine honey. How does it feel, it feels good baby, the glamour, the prestige, the knowledge

that both men and women want me.

I know how to handle myself, so it’s all good sweetie.

Girls you need to have fun, be yourself and be fierce.

I may find myself doing a cover shoot half naked, knee deep in Antarctic snow, that’s when I just think about

the money baby, I think about the money.

 

Let’s just pick your jaw up of the floor shall we? 

Men.

 

Ms. Green everybody. Tomorrow we meet the worrisome Orange.

Wednesday Twitter PostOrange has cancelled tmrw on us. He was afraid it was a trap & he was going to be eaten. He has since

jetted off into the sun #meetingM&M's

Thursday Twitter Post (1/2)With Orange’s recent out of town trip, we are lucky enough to meet Blue today. Click through to see how it

went. #meetingM&M's

Thursday Facebook PostSo we were due to meet Orange today. As announced on Twitter yesterday, Orange was afraid that

this was a trap and that he was going to be eaten. Orange has since jetted off into the sun.

Worrisome chap, good to get away from this cold snap though. So today we are lucky enough to be

joined by Blue, thanks for dropping by on such short notice, we’re delighted you could make an

appearance.

Hey, hey, hey no problemo, I knew we could work something out.

 

I’m just giving the fans what they want. You made the right decision.

 

You know I was on my way from the gym when you called, yeah that’s right ladies,

I work out.

 

Did you speak with my agent before I got here? I’m not saying another word until you speak with my agent.

 

Get Marty on phone!

Thank you Blue. Tomorrow we meet Chief Chocolate Officer Ms. Brown.

Tmrw we meet Chief Chocolate Officer Ms. Brown. Wish me luck. #meetingM&M's. Pic Ms. Brown en route

after long day @ the office

Thursday Twitter Post (2/2)

Friday Facebook PostToday we’re joined by Ms. Brown. Thank you for joining us Ms. Brown, we know how busy you are.

 

That’s quite all right but this better not run over time. I have a very important meeting that I have to attend

and I do not like to keep my subordinates waiting. So are you going to get the ball rolling?

 

…….Every time, my eyes are up here. I appreciate that you like Milk Chocolate but this is highly

unprofessional.

 

My shell is brown, it just looks like my Milk Chocolate is showing.

 

I don’t have time for this, boys bring my car around.

 

Bye Ms. Brown, thanks for coming, she’s gone.

 

Ok then. So just in is a message from Orange saying “You’ll never find me” accompanied with the

image below. (contd.)

(contd. )

At least he wasn’t afraid to get in touch again.

Like and Share when you find Orange.

Friday Twitter PostWe have since received a msg from Orange saying “You’ll never find me” accompanied with the image

below. Retweet when you do. #meetingM&M's

Thank you for your time, looking forward to hearing from you.

padhraicstone@gmail.com

End of M & M’s Content