The leader in personalized advertising is recognized by MUSE Awards for its work with iconic candy brand personalities

Aki Technologies, the media division of Inmar Intelligence and the leader in moment marketing and personalized advertising won three MUSE Awards in the following categories: Social Media, Influencer & Celebrity, and Ad Campaign. These wins are validation of Aki’s work for M&M’S®, proudly part of Mars, and demonstrates the effectiveness of Aki’s social solutions.

Building on the launch of M&M’S Purple character, the packs represented female empowerment, diversity, inclusion and imperfection. With the program, Mars had a goal to increase the purchase and household penetration among Gen Z and Millennials (ages 18-35) who care about purpose-driven brands, while incentivizing trial of M&M’S packs with a #FlipTheStatusQuo digital Sweeps across multiple retailers.

In order to promote this limited-edition product, M&M’S teamed up with female creators within the pop culture space to create original content inspired by each female character. To gain awareness in front of the right audience, M&M’S needed a solutions provider that could share this content at scale, with audiences that would be most receptive. This is why they turned to Aki.

Aki launched a Paid Social and Influencer Campaign, which included a Sweeps Chatbot. The results were impressive:

  • 15.1K Instagram reel engagements
  • 25.6M total campaign impressions
  • 27.5K unique sweepstakes user entries
  • Sweepstakes entry rate of 91.2% (27.55% above benchmark)
  • Sweepstakes activation rate of 85% (41.67% above benchmark)

“Aki leveraged Inmar first-party data to target known candy purchasers across key retailers on social media channels including Instagram and YouTube to drive consumers to an add-to-cart. Aki’s solutions engaged consumers from content creation and social engagement to rebate redemption and purchase intent, driving performance throughout the purchase funnel,” said Shelly Gupta, Director of Product Marketing at Aki Technologies. “This campaign supported Mars in achieving its goal of increasing purchase and household penetration.”

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