CASE STUDY

Unlock Growth with Advanced Media Measurement

Oct 25, 2024

Snapshot

MARKET RESEARCH SERVICES

Media Lift

DATA TYPES

POS

INDUSTRIES

Pet Care

COMPLETION

Q4, 2024

The Challenge

Mars, a global leader in consumer packaged goods (CPG), faced the challenge of navigating an ever-evolving media landscape. With an increasing number of media channels, platforms, and privacy regulations, Mars needed a robust way to test and measure media effectiveness across multiple countries and product lines—particularly in pet food and confectionery. The key challenge was to ensure that media investments were optimized for sales impact and that campaign effectiveness could be accurately assessed.

The Results

The partnership between Mars and Circana led to a measurable increase in media effectiveness, providing Mars with critical insights for refining their media strategies. By utilizing Circana’s MediaLift solution, Mars:

Improved sales lift and ROI across campaigns.
Gained a competitive edge by rapidly adapting to new media platforms.
Enhanced decision-making for media investments based on validated performance data.
Positioned itself to better manage media spend by identifying high-impact channels and strategies.

Insights

Circana partnered with Mars to implement a tailored MediaLift solution that focused on delivering detailed insights into campaign-level sales lift and ROI performance. By leveraging advanced measurement methodologies, Mars could track the effectiveness of media campaigns across platforms such as Spotify, TikTok, and Snapchat. The MediaLift program enabled Mars to test new audience solutions and validate the performance of emerging media platforms, all while staying adaptable to a rapidly changing media environment.

The collaboration emphasized: