Objective
Objective
They turned to Roundel to develop a seamless multichannel experience that got guests to buy Mars Wrigley candies for their Halloween parties, trick-or-treating, and other seasonal celebrations.
Target’s brand equity and Mars Wrigley’s “best house on the block” messaging
guests with unique ideas and reach them through new purchase channels
repeat purchases of Mars Wrigley candy
Solution
Solution
More than 3/4 (76%) of Target guests say they use the Target app or Target.com while shopping in store.1
Roundel applied this understanding through a “One Target” approach, partnering closely across Target teams such as Site Merchandising, to elevate Mars Wrigley and extend Mars Wrigley’s nationwide “be the best house on the block” across more of Target’s owned assets.
The result was a Halloween campaign for Mars Wrigley and Target that featured digital and in-store experiences.
Results
Throughout the six-week effort, Mars Wrigley was treated to a successful campaign that won back repeat customers and attracted new guests.
of Mars Wrigley candy buyers were repeat purchasers from 2021
of purchasers were new guests who converted to Mars Wrigley
year-over-year increase in total Mars Wrigley candy sales share at Target
Conclusion
Mars Wrigley relied on Roundel’s solutions and the power of Target creative to drive awareness and loyalty. Key to the campaign’s success? A “One Target” approach—in which we partner closely cross-company, like with Target Site Merchandising—extends the Target experience while connecting Mars Wrigley products with more guests. The result was a campaign that reached guests in-store, across digital, and out of home—and netted a 20% year-over-year increase in sales of Mars Wrigley candy at Target for September to October.
Drive awareness and impressions among relevant guests where they want to discover brands and products.
Connect with audiences in-store, in-app, and online for multichannel success.
Secure strong sales results with new and repeat purchasers for your brand.
