How MARS sweetened the holidays

M&M'S® and Dove® Chocolate extended their reach to find new buyers during the holidays with the right audience strategy and channel mix.

A mother and child shopping in a retail store aisle.

Objective

A Dove chocolates mobile ad on a smartphone screen.

Convert shoppers during key holiday moments

CMX™ built a bespoke audience from the ExtraCare® insight that shoppers purchase candy with other holiday staples such as gift wrap and greeting cards.

Solution: a multi-channel approach with Pinterest and CVS.com®

Display
We increased visibility of M&M’s and Dove Chocolate among high-intent holiday shoppers on CVS.com and incorporated the gift giving messaging for a sweet conclusion.

Custom Landing Page
High-intent shoppers were transported to a custom branded destination where M&M’s and Dove candy products were on display and ready to be added to a holiday basket.

Social
Highly-relevant audiences engaged with ads on Pinterest while searching and pinning holiday baking and entertaining inspiration. We turned curiosity into cha-ching!

Someone with a red sweater shopping on their laptop.

Results

MARS was successful in finding new customers by leveraging relevant holiday purchasing affinities.

140%
higher CTR

Social creative saw a 140% higher CTR compared to the standard CMX social benchmark
3 in 10
new buyers

3 in 10 holiday and candy product purchasers were new to MARS

Conclusion

CMX helped MARS find new customers

MARS was able to find new customers by leveraging relevant holiday purchasing affinities of ExtraCare members that CMX utilized to build an effective audience strategy during this peak buying window. 