Kinetic Social was tasked by Mars, Inc. to increase awareness of Snickers among their target audience and measure the impact on in-store sales. A study found that households exposed to Kinetic's Facebook ads for Snickers had a 1.39% increase in sales, equating to $1.6 million in incremental revenue. Nearly 70% of the sales lift came from new Snickers customers. The campaign reached 44.9 million households and generated a 6 times return on ad spend.

1. www.kineticsocial.com hello@kineticsocial.com
Snickers Increase In-Store Sales
The Roundup
The Challenge
Mars, Inc. tasked the Kinetic Social team to increase reach and exposure of the Snickers brand among their target audience.
Success would be measured by efficient reach, and also by lift in in-store product purchases determined by a customized
third-party benchmarking study conducted by Datalogix.
In the first half of 2014, Kinetic arranged a third-party study for Mars, Inc. to measure the impact of its Facebook ads on in-
store purchases. Mars, Inc. typically measured the success of its paid social advertising based on efficient reach within the
target audience, but in this case would be measured by efficient reach and lift in in-store product purchases.
44.9 M
Unique Households
reached on Facebook
6X ROI
on Facebook
+49%
Increase in sales from
new Snickers customers
Snickers
We would never break up
the marriage of peanut butter
& chocolate. Would you?
http://bit.ly/1KHL6ug
% SALES LIFT
SNICKERS
Nonfans 1.02% 69% > 99%
Fans 8.88% 31% > 99%
% CONTRIBUTION TO
INCREMENT SALES STAT. SIG.

2. www.kineticsocial.com hello@kineticsocial.com
Snickers Increase In-Store Sales
The Strategy
The campaign ran from February to April, 2014, reaching 44.9M unique Households in the US. Facebook ads included Mobile and
Desktop Newsfeed and Right Hand Column ads.
By leveraging the data of retail store purchases from over 60 million households in the US, our team was able to develop custom
targeting buckets with the majority of impressions targeted to households with children present, who over indexed in sales lift.
According to Datalogix, households exposed to the campaign showed a 1.39% sales lift for the Snickers brand, equating to $1.6MM
incremental in-store sales and a 6x ROAS.
Nearly 70% of the sales lift came from Facebook users who were not already fans of Snickers, proving the value of Paid Media as a
complement to Earned and Owned Media.
$1.6MM
48.98%
51.02%
Incremental sales lift -
snickers
New BuyersIncremental sales lift -
snickers bites
Existing Buyers
OFFLINE SALES REQUESTS -
TOPLINE MEDIA EFFECT
% CONTRIBUTION TO INCREMENTAL SALES
SNICKERS BRAND
$50K