Case Study: Mars doubles ROI on 15-second video with Mutinex GrowthOS

Mars taps market mix modelling for sweeter return on media investment – doubles ROI by focusing on 15-second video formats

The confectionery division of Mars, facing the challenge of a rapidly fragmenting media landscape and the need to extend its reach to younger demographics, sought a more efficient and effective approach to its advertising investment. To better understand the performance of its total media spend, Mars partnered with Mutinex and used its GrowthOS platform for market mix modelling.

Mutinex's solution enabled Mars to run frequent, data-led tests on its media mix. By analyzing ROI through GrowthOS, Mars discovered that 15-second online video formats significantly outperformed other options. The vendor's platform provided the insight for Mars to re-weight its investment, which resulted in the ROI for the 15-second video format doubling in just one month.

Mars

Sean Salem

Regional Process Transformation Lead