Mars Wrigley Drives Sales Growth with AI-Enabled Campaign on Amazon Australia
Mars Wrigley recently launched a generative AI-powered advertising campaign on Amazon Australia that significantly boosted sales, brand awareness, and consumer engagement for its MARS Bar chocolate brand. The campaign, titled “For You Who Did That Thing You Did,” marked the confectionery giant’s first full-funnel effort on the e-commerce platform.
Created in partnership with Thinkerbell, EssenceMediacom, and Amazon Ads’ Brand Innovation Lab, the initiative leveraged Amazon’s generative AI to identify everyday customer achievements—referred to as “Things”—and reward select users with a MARS Bar included in their next Amazon order.
How the Campaign Worked
The campaign tapped into Amazon’s first-party data and AI models powered by Amazon Bedrock to deliver a personalized experience. Between August and October 2024, customers could submit personal accomplishments, such as completing a series on Prime Video or purchasing from local sellers. The AI assessed these submissions and awarded chocolate treats to qualifying entries.
- ~60,000 submissions received
- ~30,000 consumers rewarded with MARS Bars
Sales and Brand Impact
The results highlight the effectiveness of integrating AI with targeted marketing:
- Mars product sales on Amazon increased 67% compared to the monthly average during the campaign
- Offline product sales rose by 4.3%
- Brand awareness climbed to 92%
- Ad recall improved by 4.8% among core audiences and reached 11.1% within Gen Z
- Email open rates hit 57%
- 60% of brand store visitors were new to Mars Wrigley, spending an average of 73 seconds on-site
Mars Wrigley’s head of brand and content in Australia emphasized the campaign’s focus on rewarding everyday effort and connecting with consumers at meaningful moments. The use of generative AI enabled a fresh and relevant way to engage audiences and immerse them in the brand story.
Multi-Channel Reach with Precise Targeting
The advertising ran across Amazon’s retail and media properties, including homepage placements, Prime Video, email, online display, and even delivery packaging. This broad but precise approach maximized reach while maintaining contextual relevance.
Amazon Ads highlighted how combining full-funnel advertising with AI capabilities can deepen brand-consumer relationships. By applying Amazon Bedrock’s generative AI thoughtfully, the campaign created a seamless, personalized experience celebrating consumer achievements and fostering authentic connections.
What Sales Professionals Can Learn
This campaign demonstrates the potential for AI-driven personalization to improve both brand engagement and sales performance. Key takeaways include:
- Leverage first-party data to create relevant, timely offers that resonate with customers
- Integrate AI tools to analyze customer behavior and tailor rewards or incentives
- Use a multi-channel approach to maintain visibility and reinforce messaging
- Focus on moments that matter to consumers, such as personal milestones or achievements
Marketers and sales teams looking to enhance customer engagement and sales outcomes can explore AI training resources to build skills in this area. For example, Complete AI Training offers courses on AI-powered marketing and automation tools that can help elevate campaign effectiveness.
Looking Ahead
The success of this AI-driven campaign has set a blueprint for Mars Wrigley’s future initiatives locally and globally. Embracing emerging tools like generative AI is key to staying relevant and delivering fresh brand experiences that drive results.
For sales professionals, this case underscores the value of combining data, AI, and creative strategy to create campaigns that connect authentically and boost performance across channels.
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