Case Study: Mars boosts awareness and app installs with TikTok for Business

Increasing awareness and driving app installs of Mars Wrigley's virtual trick-or-treating app

Mars worked with TikTok for Business to promote Mars Wrigley’s virtual Halloween experience, TREAT TOWN™, during the COVID-19 pandemic. With in-person trick-or-treating disrupted, Mars needed a way to keep Halloween celebration and candy engagement alive while also driving awareness and app installs.

TikTok for Business ran a 13-day campaign using In-Feed Ads, TopView, and creator-led content, supported by a Brand Lift Study to measure impact. The campaign delivered more than 123 million video views and over 70,000 app installs, while also lifting awareness by 14.2%, ad recall by 27%, and brand association by 13.4%. Creator TikToks outperformed brand-only creative, generating 169% more installs and a 22% more efficient CPI.

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