Martini: When Media Synergy Turns Strategy into Performance
How does an iconic brand like Martini reconnect with a new generation of consumers?
By breaking down silos between media and embracing an integrated approach that amplifies both impact and efficiency.
Martini built a bold media mix combining TV, OLV, social, DOOH, and Retail Media — representing only 3% of the total budget, yet generating 36% of incremental sales.
By aligning creative storytelling and media activation across channels, the brand ensured a consistent and engaging experience that guided consumers from inspiration to purchase.
Data-driven insights from Kantar and MMD post campaigns reportings proved the power of this omnichannel approach:
+42% brand consideration uplift among consumers exposed to the Retail Media layer — 2x higher than the +20% uplift achieved through the broader omnichannel campaign
36% of incremental sales directly attributed to MMD’s Retail Media — proving Retail Media’s high impact despite a 3% share of the media budget
and an impressive +247% growth in online sales, with 72% of sales attributed to new buyers
In a landscape where the lines between ATL, digital, and retail are increasingly blurred, Martini’s campaign highlights the strategic role of Retail Media — not as a last-mile activation channel, but as a core driver across the entire marketing funnel.
Discover the full story in the Media Marketing article:
Watch the video case to see how this cross-media collaboration brought Martini’s strategy — and results — to life.
