M2M MEDIA AGENCY

By Michaela McCole

MISSION STATEMENT
M2M have a very distinct set of values that underpin our approach to our clients, their business and our own. We are an agency that is defined by a culture of client service and brand immersion, fuelled by dedicated and passionate people. We seek to help clients get to where they want to go in the most immersive, effective and rewarding way for the business and personalities involved. Its why we put Your Business, Our Passion at the heart of everything we do.

CLIENT BASE
Estee Lauder LOVEFiLM Hewlett Packard Paddy Power

Yakult
Swatch Historic Royal Palaces UGG notonthehighstreet.com MAC Links of London

M2Ms Work

HISTORIC ROYAL PALACES - THE ENCHANTED PALACE.

This is one of M2Ms work and campaign. In 2010 their challenge was a planned 12million re-presentation project was to shut down most of the palace. Amongst the rubble a small "Enchanted Palace" was formed featuring couture fashion, theatre and modern art to awaken fairy tales of princesses past. Our challenge was to attract a 'Cool Rejector' and 'Culture Family' audiences that had previously not visited. Strategy & Plan: We 'opened the gates to the fairy-tale world in public', letting the stories escape around London. The media delivered the strategy in four phases: "A seed of mystery "Palace stories escaping "A beautiful Princess throws opens the gates "The final step to enchantment The Results: Research conducted in May 2010 showed ticket sales were 19% above target. 86% of visitors had never visited before. We delivered 773,742 video plays, 466,316 in full. 9% of visitors were 'Cool Rejectors and we delivered a 20% increase in London based visitors.

DEAR JOHN
The Challenge: Our business goal was to deliver a 5m box office for the release of the romantic movie 'Dear John'. The communications challenge however was three fold; the film starred Channing Tatum who was almost unknown; only 12% of women had heard of the book it was based on; and finally, it was being released during the Oscar season clutter. To become a romantic movie event for women, clearly we needed to build passion behind the film. Strategy and plan: Our strategy was simple, we would get young women to fall in love with Dear John, by fuelling their lust for Channing. We began by placing Channing at the centre of their social lives, through media on Facebook, MSM and mobile. This grew to include a promotion with E4; handpicked spots on TV to mirror their viewing; video and rich media on teen sites like Stardoll, MTV, Mizz and Bliss; a press promotion with Sugar, along with ads in Top of the Pops, Heat, More, the Metro and Look; a bespoke screening promotion with Kiss radio; a national 6 sheet package up weighted around high streets, mega 6 sheets to build excitement and even changing room panels to reach girls shopping together. Results: Dear John was the No.1 film at the UK box office in the week of release. We generated enormous buzz. It was difficult to find a women's magazine that was not talking about him! We knocked Clash of the Titans off the top spot it had held for 2 weeks. The film went on to deliver 5.5m at the UK box office, surpassing our target.

ESTEE LAUDER SENSUOUSVALENTINES CAMPAIGN

Challenge: To cut through the clutter of fragrance advertising around Valentines day, driving in store and online sales of the Sensuous Fragrance amongst both men and women
Strategy & Plan: Our approach was to target both men and women in a way that would bring them together through the path to Valentines purchase. In effect we got women interested in it and men buying it! To do this we created bespoke advertising formats for both men and women that ramped up towards valentines. As it got closer to the big day, we used postcard formats to encourage women to fill out their details and let their loved ones know that they would like Estee Lauder Sensuous as a gift. As it came to the few days before the day, a final online push to men encouraged them to buy Estee Lauder Sensuous for the woman in their life.

The Results: 13,934 Users interacted with the postcard creative. 1,629 people clicked through to the Estee Lauder website. Activity targeted to male audience drove 67% of all clicks. Fantastic sales.

CLINIQUE EVEN BETTER

The Challenge: To launch the new product 'Clinique Even Better Clinical', into a category (hyperpigmentation) that doesn't exist, to an audience that do not understand the need for or benefits of it. And to do this in one of the most competitive spaces in the beauty marketplace in a way that makes it the most sought after product in skincare.

Strategy and plan: Our ideas was to make skin tone the new wrinkles. We lifted 'hyperpigmentation' into the mainstream; building knowledge and understanding of the problem, credibility around the benefits and efficacy of the product in four ways:
We invited key influencers into conversation, getting them to try and talk about Even Better, making the link between better skin tone and an even better life. We gave women the means to test and better understand the product through online skin clinics and diagnosis centres. Exploiting existing relationships of trust, through partnering influential media brands Hyping the magic. Premium, eye-catching, innovative ideas (in proximity to 'counter') to communicate the revolutionary nature of the solution. Results: Even Better Clinical was the No.1 BEST SELLING SKU in May/June 2010 across all prestige beauty products. May/June sales targets smashed by 125%. 141 PR mentions YTD. 34,000 unique visitors to www.becomingevenbetter.co.uk

HP PHOTOSMART
Challenge: November 2009 saw the launch of HP's Photosmart range, fusing the benefits of professional quality photo printing with interactive "Touch smart" technology. Our challenge was to launch the range, generating desire for a product that sat within what had historically been a low interest category - printing.

Strategy and Plan - Make the media 'Touch smart':

Our idea was to take the hands-on touch technology into the media and creative delivery itself, directly encouraging interaction with the campaign while showcasing the products functionality. This was executed in 3 parts; 'Tell them about the finger' 'Give them the finger!' 'Pointing the finger to stores The Results: In the clients words; "we smashed targets for Christmas". We created a media first with C4 and another in gaining the consent of multiple brands to manipulate their ads. In addition to a huge spike in social media buzz relating to the campaign, the online media delivered 83.2m impressions, with our Vibrant idea delivering a 5.83% CTR versus 0.01% industry average.

MY THOUGHTS ON THEIR WORK

I think that M2M aim to create a product which is right for the audience. For example in their enchanted project, they really made the project enchanted and magical. They also focus on the sign of love, and this is shown through some of their work. They also focus on the passion throughout all of their work, even their motto your business our passion shows that they are very motivated in working together and producing some of the best work around.