Gulen Bengi - Rewriting the growth playbook at Mars, driving community co-creation for their Snickers Gen AI campaign to drive growth - video Dailymotion

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Transcript

00:00We have actually had a big transformation at Mars this year, and we rewrote the growth playbook,

00:07codified it, saying that it's the new Mars way of building iconic brands and experiences.

00:14Basically, our fundamentals stay, so our brands know what they stand for,

00:18they're differentiated, they're consistent over time.

00:21That will never change, and we're changing the way we engage, as our consumers expect today.

00:26So we are creating two-way engagements, building relationships with them,

00:32and inviting them into the brand world to co-create our experiences together.

00:37So that is the only authentic way in our mind to get personalization at scale

00:42and build this brand world together.

00:47You mean content creators?

00:49So it is not only content creators, it does include content creators.

00:53All the communities, so our pet parents, our consumers, gamers,

00:59whatever our brand positioning is for, the community is related to them.

01:06We're inviting them, we're giving them tools.

01:08I can give you an example on Snickers, for instance.

01:10It's one of our edge cases with Gen.AI.

01:13So Snickers satisfies, you're not you when you're hungry, is a 15-year strong campaign.

01:19So it says a lot about the brand's consistency.

01:22We can change the name on the pack, and people will still recognize that it's Snickers.

01:27And we enabled a community co-creation last year.

01:31It's actually a submission in Lyons, shortlisted.

01:35We partnered with a famous European coach known for roasting everyone,

01:41so Jose Mourinho.

01:42Created his Gen.AI likeness with a contract with him

01:46and gave that to our fans, the soccer fans and Snickers fans,

01:51to banter with each other on their friends' rookie mistakes or hungry mistakes.

01:55It caught fire because it is their authentic story, their friend.

02:01It's a one-to-one engagement enabled by Snickers.

02:04And the most important thing is it drew sales and growth for the brand.

02:09The brand is outperforming the category more than 200 basis points.

02:14So this is how the power of the community in a strong brand comes to life to drive growth.