The brief
Increasing market share
For retailers, targeting consumer impulses is crucial for driving conversion and ensuring key brands pertain as customers top choice. Dynamic campaigns that not only engage consumers in-store, but elicit positive responses are key to ensuring shopper journeys convert.
Mars Wrigley wanted to increase market share for SNICKERS through the launch of their new Peanut Brownie product.
The campaign creative was designed to elicit a positive response from consumers, so the client wanted to gather data to better understand the consumer emotional response when coming into contact with the new launch creative.
Client:
Mars Wrigley
Sector:
Retail
Solutions:
POS, Digital, Omnichannel
Region:
APAC
Share:
What we did
The value of emotional response
Mars launched this campaign across Lagardère stores in Australian airports with the support of our new digital media solution, Connected Retail.
Utilising our platform and network to provide comprehensive data pre, during and post campaign, quantifiable ROI results were established. Based on previous Connected Retail clients, Mars set a target increase of over 10% of market share.
Emotional response tracking generated insights into how consumers engaged with the creative. Paired with product sales data we were able to measure the impact and effectiveness of the campaign.
Outcome
Greater market share
The data highlighted that SNICKERS saw a 100% increase in market share against the baseline.
- There was a 3x uplift in positive emotional response
- The units sold pre vs post-campaign doubled
- Market share further rose 30% beyond the campaign window
