Mars – Snickers

Case Study

SNICKERS partnered with Grivy to connect digital media investment with offline sales. By activating relevant audiences and matching retailer transaction records with advertising exposure data, the program measured attributed returns and revealed which markets and products contributed most to campaign performance.

2.6x

Return on Ad Spend. Offline sales attributed to digital advertising, providing a measurable view of media efficiency.

1.34

Transactions per Buyer. Average transaction frequency among attributed buyers, adding context to purchase behaviour.

13.4%

Football Edition Share of Attributed Sales. The special-edition product’s contribution to attributed revenue, exceeding its share of transactions.

The Story

Connecting Audience Data to Offline Purchase Outcomes

SNICKERS needed to understand how digital advertising translated into purchases at physical stores. Grivy used a first-party audience segment of prior campaign participants, filtered to relevant locations, to support activation on Meta. Retailer loyalty records then captured purchases that Grivy matched with campaign exposure data, giving SNICKERS visibility into attributed sales across its core products and Football Edition.

The Goal

Measure media’s contribution to offline sales and sharpen targeting

SNICKERS aimed to evaluate media investment using attributed return on ad spend and identify the audiences and markets associated with purchase outcomes. Transaction volume, buyer counts, and purchase frequency provided context for those returns, supporting more informed decisions about where to invest and how to refine future targeting.

The Solution

A media attribution journey connecting first-party audience activation on Meta with retailer loyalty transactions, supported by reporting across regions and SKUs.

The Result

Turning transaction data into clearer media investment decisions

The program reported approximately 2.6x attributed ROAS, with substantial differences in performance across markets. Yogyakarta and Bali delivered the highest returns, while Jakarta combined strong efficiency with a larger sales contribution. Product-level reporting showed that the core 51g format led transaction volume, while the Football Edition contributed a larger share of revenue than of transactions.

Attributed offline sales reached approximately 2.6x media spend, connecting digital media investment with measurable offline sales.
Regional analysis identified markets with higher observed attributed ROAS, distinguishing high-return markets from locations with spend but no recorded attributed purchases.
SKU reporting clarified product contributions, showing the core format’s role in volume and the Football Edition’s higher attributed sales per reported transaction; this does not establish a pricing premium caused by the collectible mechanic.
The transaction-to-buyer ratio added context to buyer reporting without establishing a repeat-buyer rate or campaign-driven loyalty.
Transaction insights established a basis for future audience refinement, supporting proposed testing of verified-buyer cohorts against broad targeting.

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SNICKERS gained a more detailed view of the relationship between advertising exposure and retail purchases. The program gives the brand a foundation for refining audience selection and regional investment, with future controlled testing needed to establish incremental sales impact.

The Story

The Goal

The Solution

The Result

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