For the 2025 Halloween season, Mars Wrigley partnered with Clinch to power a dynamic, data-driven creative strategy across Walmart Connect. With a mandate to maximize return on ad spend (ROAS), drive conversions, and deliver personalized creative at scale, Clinch’s omnichannel content orchestration platform became the backbone of a highly complex, highly performant campaign.

The result was a highly effective holiday campaign, with incredible reach, cost efficiency, and 76% YoY increase in ROAS for seasonal brand and featured products strategies.

Challenge

Halloween is one of Mars’ most competitive retail moments. Walmart’s crowded seasonal landscape makes it essential to reach the right shopper at the right moment with the right product. They needed a solution that could:

• Align messaging with consumer rituals and seasonal behaviors‍
• ‍Tailor product recommendations to unique shopper segments
• Manage complex audience tiers and flighting windows
• React swiftly to mid-flight media shifts and marketplace constraints
• Maintain brand identity across M&M’s, Snickers, Skittles, and Twix while showcasing Halloween-themed assets

Clinch enabled Mars to operate with maximum efficiency and dynamic creative personalization at scale.

Solution: Clinch’s Omnichannel Content Orchestration Platform

Clinch powered a multi-dimensional, audience-driven creative strategy that dynamically matched Walmart shoppers to products, rituals, and seasonal moments.

Data-driven Personalization Framework‍

Clinch ingested and activated Walmart Connect audience data, including: Brand Purchasers, Category Purchasers, Festive Enjoyers, Retargeting pools, and niche segments. Each audience received personalized messages that aligned with:

• Time of season (early, mid, late)‍
• Halloween Ritual mindset‍
• (Treat Yourself, Candy Dish, Baking, Trick-or-Treating, Festive Gatherings)‍
• Product relevance (Fun Size, Laydown bags, Shapes, Variety Bags)

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This resulted in 71 unique DCO messages and 355 total asset variations spanning Snickers, M&M’S, Skittles, and Twix.

Multi-dimensional Creative Decisioning Logic

Clinch enabled Mars to match consumer segments to specific creative, using signals such as: Date/time, Previous ad engagement, shopping behavior, and Walmart purchase history. This framework ensured shoppers saw the most relevant product for their mindset and mission.

Real-time Optimization & Agility

Market constraints within respective platforms required rapid campaign decision-making. Clinch enabled Mars to seamlessly shift spend between seasons to avoid overlap, and identify and scale top-performing segments. These optimizations drove a CTR lift and contributed to the campaign’s strong ROAS performance.

Results

Through Clinch’s dynamic creative personalization and strategic utilization of Walmart audiences, the 2025 Halloween campaign set new benchmarks in efficiency, relevancy, and ROAS. The campaign reached 132M impressions while reducing media costs and driving ROAS lift over 76% (YoY) for brand and featured products campaigns. High-value shoppers delivered outsized sales impact, and real-time mid-flight optimizations helped make this one of Mars’ most efficient and effective Walmart Halloween activation to date.