Challenge
The retailer was looking for a partner to help them to build a new retail media network from the ground up, including:
- Media planning & buying
- Ad product development & monetization
- Campaign development & vendor-facing sales packages
- Sales & vendor engagement
Solution
After extensive diagnostics reviews and a capability gap analysis, The Mars Agency provided a recommendation and roadmap to commercialize their entire marketing ecosystem in addition to building the entire retail media network offering , including:
- Creation of the Gulp Media Network branding & positioning
- Monetization of their marketing tentpole calendar
- Enablement of their MarTech infrastructure
- Monetization of their research offering, called The Brainfreeze Collective
- Creation and execution of a full-year PR marketing plan to drive awareness of this new offering
Progress To Date
- We reviewed, audited and validated their 1P data – increasing their addressable audience by 38%.
- Developed syndicated & custom audiences ensuring closed-loop attributable reporting measurement.
- Expanded the Immediate Consumption Ecosystem tying together all elements of 7-11’s marketing ecosystem.
- Delivered $2M+ in sales since launch in March 2023 – Engaging 40 vendors and completing 20 campaigns.
- Recommended and implemented ad product roadmap (offsite, in-store radio, GSTV) monetization & commercialization.
- Designed all creative assets and vendor guidelines for Gulp Media network & The Brainfreeze Collective
- Developed a multi-touch attribution methodology and provided enhanced analytic offerings
