M&M’S teamed up with BBDO China to launch its global brand platform “It’s More Fun Together” in China, and the results were impressive. The campaign went live on May 31 and within just 10 days, it took Douyin (China’s version of TikTok) by storm—earning over 310 million impressions, 90,000+ AI sticker posts, and massive audience engagement.
The campaign cleverly tapped into China’s growing “partner culture”, which focuses on enjoying life together—whether it’s food, travel, or fun online moments. M&M’S positioned itself as the perfect companion for those shared experiences.
At the heart of the campaign was a creative AI-powered photo filter on Douyin. This playful filter allowed users to dress up with iconic M&M’S characters and transform ordinary moments into colorful, candy-coated fun. It wasn’t just about watching ads—the campaign invited people to join in and create content themselves, making it highly interactive and engaging.
What made it even more special was that it introduced Douyin’s first-ever AI OOTD (Outfit of the Day) filter, designed to be bold, bright, and fun. This not only encouraged creative self-expression but also boosted user-generated content at a massive scale.
With this campaign, BBDO China and M&M’S proved that marketing can be fun, social, and meaningful—when it invites people to play, create, and share. It’s a fresh and innovative way to connect with the next generation of consumers in China.
