Mars Chocolate NA is step-changing the way it executes shopper marketing programs for key grocery retailers by developing 360-degree shopper programs that focus on mobile, digital and social tactics to drive foot traffic and conversion. By developing pertinent content and placing itself in the center of shopper conversations on relevant platforms, Mars created multiple consumer touchpoints accompanying shoppers – whether it be Gen Zers, Millennials or moms – along their path-to-purchase journey, from at-home inspiration to in-store product interaction. These programs resulted in exceeding category benchmark mobile click-through rates by 312%, generating a 50.6% engagement rate and driving maximum coupon downloads to deliver results. Mars will discuss its 2016 approach and how it will continue this momentum in 2017. Attendees will:
- Learn how to best complement social and mobile tactics to encourage engagement.
- Discover how to seamlessly join Gen Zer and Millennial conversations to stimulate behaviors.
- Understand how to apply program learnings to build stronger future campaigns.