MARS® for you that did that thing you did (duplicate)

To supercharge MARS® bars’ market position, we tapped into a key consumer truth that not everyone’s achievements throughout the day get the rewards they deserve.

'For You Who Did That Thing You Did' was designed to tap into the insight that people should reward themselves for completing “things” – aka everyday achievements.

Our brief was to unlock meaningful connections with relevant audiences, extending the MARS® Bar brand platform with a unique experience for Amazon Australia customers.

A custom-built AI solution integrated within Amazon.com.au and powered by Amazon Bedrock, AWS’s fully managed generative AI service, was trained to qualify everyday victories shared by Amazon customers and recognise small but significant wins with a free MARS® Bar included in their next Amazon.com.au delivery.

During its seven-week run the campaign attracted 57,558 total submissions, of which 30,579 (over half) were deemed by Amazon Bedrock to be “Things” customers did. Successful “Things” included “rearranged the spice cabinet by colour and flavour,” “trained my cat to fetch snacks from the kitchen,” “sorted Christmas shopping before August,” and “first gym class since having a baby!”

MARS® Wrigley in collaboration with EssenceMediacom, conceptualised the campaign with Amazon Ads’ Brand Innovation Lab, a global team of strategists, creatives, and technologists who work with brands to pioneer custom campaigns that span Amazon’s broad range of channels and touchpoints to push the boundaries of innovation and audience engagement.

To help MARS® Wrigley find new and innovative ways to connect with their core audiences, a personalisation-at-scale campaign drove relevant creative across Prime Video, which has an average monthly ad-supported reach of more than 5 million customers in Australia. The campaign also appeared on the Amazon.com.au homepage, customer emails, onsite display ads, and delivery packaging, creating a compelling customer experience that drove impact throughout a shopper’s journey.

The campaign drove significant brand and business impact for MARS® Wrigley:

• Clear uplift in offline product sales of 4.3%

• Campaign drove a 4.8% increase in ad recall among core audiences versus the control group

• 60% of unique visitors on the brand store were new-to-brand with an average dwell time of 73.16 seconds

• Boosted brand awareness to 92%, a significant 2% increase for a household name brand

• Overall Wrigley sales on Amazon increased by 67% during the campaign period compared to monthly average

It also produced particularly strong results among the traditionally hard-to-reach young adult cohort, a core audience for MARS® Wrigley:

• Ad recall of 11.1%

• Brand awareness and favourability lift both at 3.7%

• Email open rate of 57%

• Click-through rate of 6.66% against a benchmark of 4.5%