How Mars Wrigley Turns Social Sentiment Into Real-time Opportunities for Goodnessknows

When Mars Wrigley Confectionery was going to market earlier this year with six new flavors of Goodnessknows snack bars, it wanted to not only build brand awareness through social media but also use the channel to drive purchases. The result was a campaign that targeted health-minded consumers on Twitter, serving them ads and coupons in …

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