Case Study: M&M'S Caramel achieves scalable content creation—200+ assets and 70 creator partnerships with Popular Pays

How M&M's Used software to scale their content creation

M&M'S Caramel needed a streamlined way to produce highly engaging graphic content at scale and keep fresh creative throughout the product’s first year. To address that challenge, M&M'S Caramel partnered with Popular Pays and used the Popular Pays platform for creator-driven content creation.

Popular Pays connected M&M'S Caramel with over 60 design‑centric creators, managed customizable briefs and workflow, and supported 70 creator partnerships that produced 204 pieces of content. The campaign delivered a diverse library of launch-year assets and tapped creators with a combined following of 6.49 million, demonstrating Popular Pays’ ability to efficiently scale content production.

M&M’S Caramel

Morgan Quilici

Senior Associate Client Experience