DOVE Chocolate Reaches New Audience With Help From Kinetic
Mars sought achieve broad reach and enhance engagement across the 25-54 female demographic for the Dove Chocolate brand, in addition to driving traffic to the Dove Chocolate Facebook Homepage.
Published on: Mar 3, 2016
Transcripts - DOVE Chocolate Reaches New Audience With Help From Kinetic
Dove Chocolate Reaches New
Audiences and Drives Engagement
Celebrity Mario Lopez and his likeness, sculpted from Dove chocolate, were featured in a campaign that sought to reach a broad
audience and drive engagement on Facebook.
10X HIGHER CTR 44% ACTION RATE
Mars sought achieve broad reach and enhance engagement across the 25-54 female demographic for the Dove Chocolate brand,
in addition to driving traffic to the Dove Chocolate Facebook Homepage.
Working closely with Digitas, Mars’ agency of record, we were able
to optimize reach and engagement across the entire Mars chocolate
portfolio on Facebook. In order to achieve broad reach, an open
targeting strategy was developed layering demographic, affinity
and interest targeting through the Kinetic Social Trend Tracker. The
campaign was optimized towards the best performing demographics
and interest buckets based on efficiency pools which were developed
by means of Multivariate Testing.
The campaign achieved a 22% increase in weekly reach with a weekly
average of 3.9 million viewers and a daily average of 61,408 PTAT vs.
the previous average of 1,500.
Bulging biceps. Sculpted abs. Chocolate dimples. See the
making of Mario Lopez in beautiful swirls of DOVE Mint &
Dark Chocolate here: http://bit.ly/1cwbYrt