Goal & Objective
Every product or category search on the FairPrice Group app is a signal of purchase intent. Shoppers may know what they want, but not necessarily which brand they will choose – creating a valuable opportunity for brands to stand out and influence what ultimately makes it into the basket.
For Mars Snacking, this created an opportunity to influence that decision. Together with FPG ADvantage, the brand set out to strengthen its presence at these high-intent moments, turning shopper interest into discovery, consideration and ultimately, purchase.
Challenge
On the digital shelf, the journey from consideration to purchase can happen in just a few taps. This makes the moments leading up to that decision particularly valuable.
A shopper searching for “sweets”, for example, may know the category they want but still be open to which product or brand they choose. With multiple options competing for attention, Mars Snacking needed to do more than simply be available.
The opportunity was to be present at the right moment – when intent was already there, but the final choice was still to be made.
Solution
FPG ADvantage helped Mars Snacking turn these moments of shopper intent into opportunities to be discovered.
Through Product Listing Ads, the brand could gain greater visibility within relevant searches and reach shoppers closer to the point of purchase. This meant Mars Snacking could connect not only with customers already familiar with its brands, but also with those who were still deciding what to buy.
More importantly, the campaign focused investment where it could make the greatest difference: at the point where interest could become consideration, and consideration could become purchase.
Results
Being present at the right moment helped Mars Snacking turn shopper intent into stronger returns, while reaching new and returning customers.
- 5x ROAS, delivering 142% higher advertising returns month-on-month*
- 29% New-to-Brand customers, expanding the brand’s shopper base
- 20% of lapsed customers re-engaged, bringing previous shoppers back to the brand*
Key Takeaways
Mars Snacking’s campaign demonstrates the value of meeting shoppers at the moment when they are most open to influence.
Rather than relying solely on shoppers already looking for the brand, Mars Snacking could connect with customers who had demonstrated an intent to purchase but had yet to make their final choice.
By combining relevance with the right moment, the campaign helped Mars Snacking stand out when it mattered, convert intent into sales and create opportunities for longer-term shopper growth.
Source: FPG ADvantage internal campaign data.