Launching with Precision: The MARS Galaxy Kunafa Success Story
Solution Type
Off-site
The Retail Challenge
MARS set out to launch its new Galaxy Pistachio Kunafa chocolate in a highly competitive confectionery market. The goal was twofold: build rapid awareness for the new launch and drive measurable sales among chocolate enthusiasts and competitor brand shoppers across the UAE. With limited time and two new SKUs to introduce, the campaign needed to deliver both reach and revenue impact.
Retail Media Strategy
Precision Media activated a data-driven off-site campaign across Meta and TikTok, targeting two high-potential audiences through LiveRamp’s clean room infrastructure wich are High-Converting Chocolate Buyers and Competitor Brand Buyers.
Creative assets highlighted both Milk and Dark 90g variants, tailored to appeal to each audience group. Timely activation, engaging storytelling, and sharp segmentation ensured Galaxy Kunafa reached the right shoppers at the right moments — all within a one-month campaign window.
Campaign Results
The campaign delivered standout results across both product performance and conversion:
17,122
units sold
8,745
unique shoppers
14x
ROAS achieved
1.96
units per shopper
48%
of all Kunafa sales during the campaign came from Majid Al Futtaim’s audience
Campaign Results
The campaign delivered standout results across both product performance and conversion:
17,122
units sold
8,745
unique shoppers
48%
of all Kunafa sales during the campaign came from Majid Al Futtaim’s audience
14x
ROAS achieved
1.96
units per shopper
Key Takeaways
Precision targeting converts — nearly half of all campaign sales were from activated audiences.
SKU strategy matters — Milk wins on volume, Dark leads on value.
With Majid Al Futtaim’s first-party data, the team was able to zero in on the right audiences—delivering both scale and return.
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