M&M MARS Direct - Personalization Product Development Integrated Campaign Launch - "Faces"
MARS' move into product personalization via the digital channel created enormous incremental revenue for a brand that typically sells for under $1 at drug, but when personalized, commands a 75X minimum return. As lead creative director on this integrated AOR relationship, I led a creative team whose launch campaign consisted of lead generation and Direct response online and offline elements as well as print, television and viral components.
MARS' move into product personalization via the digital channel created enormous incremental revenue for a brand that typically sells for under $1 at drug, but when personalized, commands a 75X minimum return. As lead creative director on this integrated AOR relationship, I led a creative team whose launch campaign consisted of lead generation and Direct response online and offline elements as well as print, television and viral components.
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