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Challenges
Mars, a global leader in petcare, sought to increase brand reach and relevance of their Pedigree Meaty products in the UK and France. Partnering with EssenceMediacom and GumGum, Mars aimed to better understand the mindset of their audience to connect through contextual online video across the open web.
Methodology & Strategy
Mars utilized GumGum’s Mindset Graph technology to map billions of data points across the open web, ensuring each impression resonated with the right audience at the right time. We identified key content environments that aligned with Mars’s four core audience segments:
‘Heavy Dog Category Buyers’
‘Millennial Dog Category Buyers’
‘Conscious Dog Food Buyers’
‘New Puppy/Dog Parents’
By pinpointing relevant mindset moments, Mars connected with their target audiences across not just pet care but also categories like home & garden, food & drink, entertainment, and travel.
Performance & Results
With GumGum’s contextual intelligence, Mars unlocked a level of reach and relevance across the open web that complemented their existing video platforms. Mars’s contextual online video campaign outperformed expectations.
Real-time optimization enhanced performance metrics, improving reach and video completion rates (VTR).
