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How Mars/Wrigley Reinvented the Impulse Buy for a Changing World

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It was Spring 2020. Mars was ready to drive impulse purchases for DOVE and M&M’s with two new moment marketing campaigns—then the pandemic changed shopper behavior overnight. This could have ended the campaigns but, thanks to some quick and creative adaptation, the mobile ads went on to drive engagement, foot traffic and sales lift—as high as 40%.

In this webinar, led by Tracy McElligott, Shopper Marketing Manager at Mars/Wrigley and Risa Crandall, Aki Technologies' VP of Strategy, you’ll discover how deeply personalized creative, including gamified rich media units, and a precise-but-nimble moment targeting strategy helped Mars/Wrigley drive strong results in a tumultuous time.

In this session, you'll walk away with:

  • Ideas for being nimble and pivoting
  • A showcase of creative responding to consumers' current behavior
  • An understanding of how mobile brings impulse shopping to the consumer and the product to the cart

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