M&M’S leverages Aspire Agency Services to drive awareness and store traffic in New York flagship store
M&M’S and its parent company, Mars, wanted to tap into influencer marketing to spotlight its New York flagship store as more than just a retail store but as an immersive, “bucket-list” NYC experience for both locals and travelers. The brand needed creators who could capture the customer journey to drive in-store visits, boost visibility, and build awareness among strategically defined audiences.
Using Aspire’s Search Engine and Creator Marketplace, the program curated a roster of creators across travel, family, and NYC-focused niches. This diverse group brought the M&M’S campaign to life by highlighting local pride, family fun, and tourism all within a single campaign activation.
To bring the campaign to life, M&M’S partnered with (Nicole Taic, Kayla Rowland, and Alexia Villarreal from the) Aspire’s Agency Services team to manage the end-to-end process, coordinating store visits with the NYC location, streamlining content approvals, and ensuring creators’ ideas aligned with the campaign vision. The effort delivered 52 unique assets across Reels, Stories, and TikTok, and even secured a feature on a major NYC Instagram account, amplifying reach to an even wider audience.
The campaign originally aimed to generate 2.2M+ potential reach through 20-30 unique content posts with 10-15 paid creators. Aspire helped M&M’S surpass those goals, activating 11 creators who produced 52 deliverables and generating an impressive 9M potential reach.
By surfacing the right creators and streamlining approvals and content workflows, the brand maximized seasonal visibility, engaged with their target audience, and drove measurable store traffic.
- Authentic creator storytelling delivered 457.2K impressions and 14.5K engagements, with a 3.9% engagement rate well above industry benchmarks
- Coupon links shared by creators drove 380 clicks over the course of the campaign
