Challenges
Increase brand awareness, consideration, and purchase of Maltesers Easter Bunnies March - April is an incredibly competitive season for confectionary brands.
To achieve maximum cut-through and consideration in the minds of consumers on the lookout for a delicious treat, MARS came to Blis. They were specifically interested to understand how geo-location based intelligence, combined with rich third-party data sources, and omnichannel activation capabilities could increase brand awareness, consideration, and drive sales of Maltesers Easter Bunnies.
Solution
To build the most targeted, effective audience for MARS, Blis employed several layers of rich data.
Proprietary geo-location intelligence data was combined with Circana till sales data to highlight regions where opportunity to win market share was highest.
Blis then created bespoke audience segments without cookies or identifiers that were further enriched with anonymised location data to reach frequent visitors of stockists.
To effectively reach the audience, Blis activated an omnichannel approach across online video and programmatic DOOH - identified as to two best channels for message impact.
Results
+8 points in brand awareness vs. category benchmark
+7 points in purchase intent vs. category benchmark
£2.21 ROI for pDOOH vs. £1.35 benchmark
53,333 store visits (109% increase)
3.4% sales uplift (vs. 2% online video benchmark)