Better measurement leads to sweet results for candy brand

Case study for Global candy brand

About the client

The world’s third-largest confectioner.
lift in marketing contribution
increase in revenue opportunity
In this case study

The Challenge

The client needed to rethink the strategy for two of their iconic brands to better align with the fragmented way consumers access media today.

The Solution

Leveraged Keen’s future-focused model to build a media plan that showed that decreasing investments during peak candy seasons and reinvesting at the tail end of the year could maximize profits.

The Result

By optimizing its plan in real time, in one year the marketing team increased brand 1’s sales volume contribution by 82 percent year-over-year, and brand 2 uncovered a $27.4M revenue opportunity for the second half of the year.

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