Mars Wrigley is claiming a 67% sales lift after partnering with Amazon Australia on a personalisation campaign titled 'For You Who Did That Thing You Did' leveraging Amazon's generative AI, by way of Amazon Bedrock.

The campaign rewards customers for everyday achievements with a complimentary Mars included in their next Amazon delivery. It was implemented across various Amazon touchpoints, including Prime Video, the Amazon.com.au homepage, customer emails, display ads, and delivery packaging. This multi-channel approach aimed to increase brand engagement and visibility.

During the campaign period, which ran from August 26th to October 9th, 2024, Mars Wrigley reported a significant increase in brand awareness, reaching 92%. Sales on Amazon saw a 67% increase compared to the monthly average. Additionally, the campaign achieved a 4.8% increase in ad recall among its core audiences.

The campaign was particularly effective among young adults, with an ad recall rate of 11.1% and a lift in both brand awareness and favourability of 3.7%. The email component of the campaign also performed well, with an open rate of 57% and a click-through rate of 6.66%, surpassing the benchmark of 4.5%.

Head of Brand and Content at Mars Wrigley Australia, Richard Weisinger, stated, "This campaign harnessed Amazon’s first-party signals to deliver personalised messages at scale across multiple touchpoints, reaching hard-to-reach audiences with relevant campaign creative at the time they completed ‘a Thing.’ Amazon Bedrock then allowed audiences the opportunity to interact with our brand platform.

"We recognised Amazon’s presence in the everyday lives of Australians – its powerful combination of content, reach, and adtech allowed us to connect our audience to our brand platform through the entire funnel. Delivering not only our brand message in a highly relevant way at the right time, but also helping to physically deliver a sweet treat to our audience with their next purchase."

Mars Wrigley collaborated with EssenceMediaCom and Amazon Ads' Brand Innovation Lab to develop and execute the campaign. The campaign attracted 57,558 total submissions, with 30,579 recognised as 'Things' by Amazon Bedrock. Examples of these 'Things' included activities such as 'rearranged the spice cabinet by colour and flavour' and 'trained my cat to fetch snacks from the kitchen'.

"By advertising across a mix of Amazon channels we created a truly compelling brand experience that drove awareness, consideration, and conversions," Weisinger continued. "The results delivered significant uplifts in brand awareness, ad recall and even product sales, but more importantly it truly brought our campaign platform to life, delivering MARS Bars directly to Australian households across the country."

Head of Amazon Ads’ Brand Innovation Lab, Chris Wilson, added, "Mars Wrigley's willingness to embrace emerging technologies exemplifies the kind of forward-thinking innovation our Brand Innovation Lab was designed to foster—an environment where marketers can take calculated risks, explore new storytelling approaches, and ultimately forge deeper connections with their audiences. What made this campaign special was how thoughtfully the brand applied Amazon Bedrock's generative AI capabilities to evolve what a great customer experience can look like – in this case, celebrating the everyday moments that matter to our shared customers."

The work integrated technology across multiple touchpoints while leveraging Amazon’s trillions of first-party shopping, browsing, and streaming signals.

"We created a seamless, personalised experience that resonated deeply with consumers and established authentic connections for the brand," Weisinger said. "The strong results across brand metrics and sales performance demonstrate how brands can maximise Amazon's full-funnel approach to create meaningful connections at scale, making shopping more relevant, enjoyable, and even delicious for customers who now have a MARS Bar in their hands."