TikTok campaign combats misconceptions of life at Mars

Mars worked with Havas People to use social media to build awareness of the world leading FMCG group’s working culture.
Mars Insiders

Year: 2023
Achievement/category: Shortlisted in Use of Social
Client: Mars
Agency: Havas People
Industry: Engineering and manufacturing

Havas People logo

About the campaign

Candidates are inundated with content on social media, which makes it difficult for brands to stand out. Havas People were asked to promote Mars’ employer reputation at a global level and support the company’s local markets with adaptable and accessible content. This would require building awareness of Mars’ culture on Facebook and Instagram, growing its following on LinkedIn, and combat early talent’s misconceptions about what it’s like to work there on TikTok.

Every month, Havas People produced new creative animations that focused on specific cultural topics such as mental health. It produced assets for Mars on these issues that it could then adapt and share to local markets. Paid content boosted awareness in English-speaking markets. On Instagram, associates were front and centre, with internal ‘influencers’ identified to create content based on a range of prompts.

On LinkedIn, Mars and Havas used a mix of organic and paid content to reach a diverse audience. On TikTok, Mars influencers were recruited to create their own content, supported by community management guides and digital templates. The campaign attracted more than 35 million impressions, more than 320,000 engagements, hit 1 million followers on LinkedIn, and 19,000-plus followers on TikTok.