Mars DOVE Chocolate Increases Engagement and Furthers Reach

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Mars sought to promote DOVE Chocolate to reach a larger audience and increase Facebook engagement.

Mars sought to promote DOVE Chocolate to reach a larger audience and increase Facebook engagement.

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  • 1. Mars sought to promote DOVE Chocolate to reach a broad audience and drive engagement on Facebook. The agency of record, Digitas, works exclusively with Kinetic Social to optimize reach and engagement across the entire Mars chocolate portfolio on Facebook. This specific campaign featured celebrity Mario Lopez and his likeness, sculpted from DOVE chocolate. Achieve broad reach and enhance engagement across the 25-54 female demographic. Drive traffic to DOVE Chocolate Facebook Homepage. Implemented open targeting strategy to achieve broad reach, layering demographic, affinity and interest targeting through the Kinetic Social Trend Tracker Database. Utilized Multivariate Testing to find efficiency pockets and optimized towards best performing demographic and interest buckets. Overview Page Post Campaign Goals The Kinetic Social Approach Results The campaign exceeded benchmarks, peaking at 10.81%, performing almost 10x better than goal CTR at its peak for the given target audience. The Mario Lopez post alone was able to generate 4.7 Million unique viewers. The campaign reached a weekly average of 3.9 Million viewers, a 22% increase from previous time periods. Aside from achieving an impressive 43.97% Action Rate at peak, the campaign exceeded goal by over 28x at its peak. The campaign had an average of 61,408 PTAT vs daily average of 1,500. Achieved 10x higher CTR than goal 22% Increase in Weekly Reach Achieved a Stellar 44% Action Rate PTAT (People Talking About This) Score was off the charts 646.561.0380 Mars Dove Chocolate: Driving Targeted Reach and Engagement