CASE STUDY
Overview.
Mars Wrigley Europe faced the challenge of producing lifestyle content that could meet the diverse needs of multiple brands, markets, and platforms.
The primary obstacles included:
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SCALABILITY: Catering to a vast portfolio of brands across Europe with varying creative requirements.
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CUSTOMISATION: Enabling local markets to adapt content for specific cultural and seasonal occasions without requiring extensive rework.
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EFFICIENCY: Reducing the costs and time associated with individual market shoots while maintaining creative quality.
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PLATFORM-READINESS: Optimising content for eCommerce, social media, and digital advertising touchpoints, ensuring it adhered to best practices for each platform.​
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This called for an innovative approach to create highly flexible and modular assets while streamlining the production process.​​
Approach.
​The project was designed to deliver content that was future-proof, modular, and efficient:
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Modular Content Creation:
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Adopted a layering approach during production to allow full customization of the assets. Individual markets could remove or replace elements such as props, packshots, or background elements, ensuring assets were adaptable for specific campaigns or local needs.
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Delivered final files with layered PSDs, giving end users the ability to edit and customize without additional production requirements.
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Multi-Occasion, Multi-Brand Shoot:
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Shot content for multiple occasions such as Eid, Mother’s Day, and Work/Study moments, ensuring one shoot provided assets for diverse campaigns.
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Created content for 14 brands within the Mars Wrigley portfolio in one cohesive shoot, leveraging economies of scale and reducing redundancy.
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Platform Optimisation:
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Designed assets with eCommerce requirements in mind, including safe zones, adaptable layouts, and optimized formats for platforms like Amazon, Moonpig, and IMDb.
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Focused on touchpoints such as product landing pages, retailer banners, and Amazon A+ Content.
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Collaboration with Production Partners:
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Partnered with a skilled production team to execute a high-volume shoot with attention to detail and adaptability, ensuring assets were ready for both global and local use.​
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Execution.
​The shoot delivered high-quality assets that were both creative and functional:
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Scale: Captured 56 setups covering 25 distinct moments, which included lifestyle imagery for 14 brands such as Extra, Twix, Snickers, and M&M’s.
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Volume: Produced over 684 master assets with variations for product packs, backgrounds, and occasions.
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Modular Delivery: Final assets were delivered with fully layered PSD files, ensuring individual markets could seamlessly adapt the content for local needs.
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Multi-Occasion Focus: Captured visuals that could be reused across campaigns for Work/Study, Gifting, Ramadan, and other seasonal moments.​​​
PSD files including layers that can be toggled on or off
Additionally, the shoot adhered to platform-specific best practices:
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Assets optimized for eCommerce platforms like Amazon, with A+ content layouts and clickable product showcases.
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Social-ready visuals designed for quick deployment on platforms such as Instagram and TikTok.​
Outcome.
The modular content approach delivered significant benefits:
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Efficiency Gains: By shooting for multiple brands and occasions in one production, the team saved considerable time and costs compared to traditional, single-brand shoots.
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Flexibility for Markets: Delivered assets allowed local teams to adapt visuals to their needs without requiring additional shoots or agency involvement. For instance, packshots could be swapped, and scenes could be adjusted to reflect local cultural contexts.
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Wide Adoption: Assets were used globally across eCommerce platforms, digital banners, and brand landing pages, showcasing their adaptability and reach.
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Scalability: The approach provided a replicable model for future campaigns, demonstrating how modular content creation can drive efficiencies without compromising quality.​
Key Achievments.
This project represented a significant step forward in how Mars Wrigley Europe approaches content creation:
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Modular Design for Flexibility: A layering approach ensured that all assets were future-proof and adaptable.
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Cross-Brand and Cross-Occasion Efficiency: Shooting for multiple brands and occasions simultaneously streamlined the production process.
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Cost and Time Savings: By consolidating resources into a single shoot, significant efficiencies were achieved.
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Platform-Readiness: Content was optimized for use across digital touchpoints, from social media to eCommerce platforms.​
Takeaways.
The success of this project highlights the value of a modular approach to content creation. By prioritising flexibility, scalability, and efficiency, Mars Wrigley Europe was able to deliver high-quality assets that catered to diverse needs while reducing production complexity. This strategy not only met the immediate demands of multiple markets but also provided a replicable framework for future creative campaigns.
