Our Digital IQ Index: Food featured M&M’s search strategy as a Flash of Genius. L2 Head of Research Maureen Mullen discusses why in this new video.
M&M’s controls 100% of paid search real estate for its brand terms with results that direct consumers to the its product personalization page mymms.com and the brand Facebook page. In organic search, M&M’s controls 80% of brand inquiries and 53% of terms across the broader food category.
M&M’s true genius is broadening its search terms beyond chocolate lovers and brand fans to anyone who could use its personalized offerings. Wedding favors and party favors are the top non-brand search queries that direct to mymms.com.
93% of candy search ad impressions are controlled by Mymms.com, Hershey’s, and Starburst. M&M’s has 45 million ad impressions in the U.S. each year.
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List