M&M’s / RickTok

How do you land your new global brand platform "It's More Fun Together" in a divided world where social media is the most un-together place imaginable?

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If you're M&M'S, you launch it with a single fan.

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Meet Rick Stephan, a 75-year-old M&M'S memorabilia collector searching for the one thing missing to complete his 3000+ piece collection: a rare apple tree salt & pepper shaker. M&M'S turned their TikTok into Ricktok, and for 4 weeks, M&M'S social served only one purpose: find Rick's Apple Tree.

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Spoiler alert - Ricktok led to the happiest moment on the internet that day.