Mondelez International has renewed its partnership with Facebook to leverage and innovate around consumer insights and Messenger to create more meaningful mobile-first experiences between people and brands.
“Mobile is the most profound disruption we’ve ever seen in business,” said Bonin Bough, chief media and e-commerce officer at Mondelez International.
“People are living their lives on mobile. It’s changed the way we discover, experience and share.”
“It’s also changing the advertising industry, and messaging will have an even greater impact on how brands engage with consumers than social media has,” he said.
“Continuing to invest in a large-scale media partnership with Facebook will help us connect our brands with our consumers while fueling growth.”
On the consumer insights front, Mondelez International is an early partner using Facebook’s newly announced Audience Insights API, a way for brands to better understand and leverage information about their consumers to create meaningful marketing campaigns.
Mondelez International piloted this new platform for its Cadbury brand’s latest campaign in the UK.
By being a part of the Facebook Audience Insights API Beta in partnership with agencies Carat, Elvis and Fallon, the brand team was able to gain better and deeper insights into what content really matters to people and to deliver more engaging and efficient creative.
“Our Cadbury ‘Taste like Joy Feels’ campaign has demonstrated that scaled, personalized, mobile-first advertising creative is incredibly impactful,” said Gerry D’Angelo, media director Europe at Mondelez International.
“Facebook’s Audience Insights API helped us better understand the ways in which our consumers think about chocolate and how those feelings change depending on the day of the week.”
“As a result, we were able to deliver a more meaningful campaign, achieving unprecedented campaign awareness among our audiences.”
On messaging, the two companies will work together to experiment on the Messenger platform, including the newly launched bots for Messenger platform.
They aim to pilot ways for consumers to interact in real-time with Mondelez International brands and consumer services globally through the power of Messenger threads.
“With 900 million people using Messenger every month, this platform offers a great way to interact with our consumers in real-time,” said D’Angelo.
“This could potentially be a new channel for us for commerce and consumer support.”
Brokered in conjunction with Carat, the agreement covers 52 countries, including Brazil, France, India, Indonesia, the UK, US and the Gulf States.
