Cracking the Code
Featured Services: Influencer Marketing, Paid Social, Data Strategy, Paid SearchHow Mars Petcare Used 141M Data Points to Dominate the Digital Pet Food Market
Data Points Analyzed
Lower costs in leads
Summary
The pet food industry was evolving at a breakneck pace. The surge of direct-to-consumer (D2C) brands, the rise of online marketplaces, and the transformation of traditional brick-and-mortar retailers into digital powerhouses had created a new frontier—one where old strategies no longer applied.
For Mars Petcare, a category leader, the challenge was clear: how do you stay ahead when the rules of engagement are being rewritten in real time?
As pet parents became more discerning—investing more thought, care, and money into what they fed their pets—their buying behaviors fractured across search, social, and e-commerce platforms.
The customer journey had splintered into hundreds of touchpoints, making it increasingly difficult to understand, predict, and influence purchasing decisions. To continue leading in this evolving space, Mars Petcare needed more than just intuition; it needed precision, powered by data.
Rather than relying on assumptions, Mars Petcare embarked on a groundbreaking effort, analyzing 141 million data points spanning search, social, and retail channels across four APAC markets.
What was once a tangled web of consumer behavior became a clear roadmap, revealing exactly how, when, and why pet parents were engaging with brands. For the first time, fragmented digital behaviors were transformed into an actionable strategy, allowing Mars to meet consumers at the right place, with the right message, at the right time.
The Execution
Each market required a unique, tailored approach. The team didn't just apply a one-size-fits-all strategy; they adapted to the nuances of consumer behavior in each region, ensuring every investment in media, content, and commerce had maximum impact. They restructured digital touchpoints to align with the See, Think, Do, Care framework—fueling discovery, driving intent, simplifying purchase, and building lifelong brand loyalty.
Mars Petcare uncovered over 70 market-specific recommendations, allowing them to refine digital strategies, amplify brand awareness, and drive stronger engagement. Marketing budgets were optimized, and brand presence in digital spaces became sharper, more targeted, and more effective. What once felt like an overwhelming digital shift had been distilled into a scalable, data-led strategy that put Mars Petcare ahead of the competition.
“Thanks heaps all – it was a great session and we’d love to review and utilise any relevant insights as we commence 2025 annual comms planning.”
- Jules Lau, Senior Manager, Media & Comms
