Mars Wrigley, the global confectionery brand, has strengthened its presence in digital commerce through TikTok Shop, using promotions, live shopping, and creator-led campaigns to engage Filipino consumers and increase sales.
“Mars Wrigley has been bringing smiles for over a century, with $5-billion brands such as M&M’s, Snickers, Extra, Doublemint, and Skittles — making us a household name,” said Sanjib Bose, regional director of strategy and digital commerce, Asia, and general manager, Philippines, for Mars Wrigley Asia.
During the 2024 11.11 Paskong Panalo campaign, the brand ranked among the Top 5 in the Food & Beverage category on TikTok Shop. By introducing thematic Gift-with-Purchase offers and product bundles, it saw a 55% increase in orders compared to the previous 10.10 sale. Investments in Shop Tab and Search functions led to a 127% growth in sales from Shop Tab activity and a 110% boost in Search-driven purchases.
Mars Wrigley also relied on live shopping, running up to 19 hours of livestreaming per day during peak periods. Collaborations with influencers, including actress Julia Barretto, helped drive an 18% increase in sales from livestreaming and a 29% rise in orders. Affiliate marketing further contributed to its growth, with a 76% increase in sales and a 152% jump in affiliate-driven purchases.
“With TikTok Shop, we have transformed the way consumers engage with our brands. By integrating entertainment with shopping, we are making our products more accessible while creating an enjoyable way for Filipinos to discover and indulge in their favorite treats,” said Patricia Co, digital commerce lead of Mars Wrigley.
The company also expanded its reach beyond digital platforms through TikTok Shop ads and offline marketing, reinforcing its presence across multiple touchpoints.