M&M’s 2018 World Cup Digital Campaign


M&M’s, the world’s number one chocolate brand, was the official sweet of the Football Association of Serbia and support for the Serbian football team during the 2018 World Football Cup. Among other channels, we have designed, organized and implemented the whole M&M’s World Cup social media campaign.


Whole digital campaign was organized on five social media networks - Facebook, Instagram, YouTube, Viber and Twitter - for one and a half month during the World Cup. We created over seventy creative digital solutions, cooperated with 4 influencers in the promotion of M&M’s chocolates - singer Sara Jo, actor Bojan Perić, one of the TOP 10 YouTube influencer in Serbia, Anna Lazarević and football player, Nikola Novaković, while also special gifts were prepared and delivered to 18 carefully picked influencers while designing special boxes and balloons just for this occasion. During the campaign we had 3 winning digital marketing activations. Three Facebook profile photo frames were specially designed for the campaign, while number of engaging formats that were used on the official M&M’s profiles were high such as 180° and 360° visuals, gifs and videos. Key visual that we have created and adapted also for digital was consisted of Red & Yellow M&M’s celebrating Serbian team by holding the football scarf and asking the campaign headline: “We have chosen M&M’s! What is your choice?”+”. Campaign generated huge success and inspired us to continue to develop integrated marketing campaigns in the future.


months long campaign


social media channels campaign


paid influencers collaborations


winning digital activations


digital creative solutions

3.3 mil

digital campaign reach




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