When BBDO China brought M&M’S global platform, It’s More Fun Together, in China on May 31 10 days, the campaign exploded on Douyin, racking up 310 million impressions, over 90,000 AI sticker posts, and massive engagement.
The campaign taps into China’s growing “partner culture,” exploring how young people crave shared, joyful experiences, from food and travel to digital life. M&M’S shows up as the ultimate fun companion, adding flavour to every moment. Buit the campaign in China didn’t rely solely on its hero commercial. It drew young audiences in with a playful photo filter that transforms everyday moments into candy-coated adventures, led by the iconic M&M’S characters. The first-Ever Douyin AI Filter is bold, bright, and buddy-ready – an OOTD filter that lets users dress up with M&M’S characters and taps into its audiences passion for user-generated content and creative expression.
