Boosting content credibility with Gen Z through A/B testing
Digital Commerce
What We Did
We partnered with Mars to A/B test Gen Z-optimized content—boosting clarity, trust, and visibility across five Wrigley’s SKUs.
Results
Testing revealed that data-driven creative improved clarity, trust, and performance—paving the way for global rollout across five key markets. 77% of Gen Z shoppers found the new content more trustworthy; listings with the updated assets were +11% more noticeable vs. previous content.
+77%
of users trusted the new content
+11%
more noticeable listings
+76%
of user understood benefits
