Mondelez looks to monetise media with global content hire and Facebook push

Mondelez has appointed Laura Henderson to the newly created role of global head of content and media monetization as it ups its focus on driving sales from its content following a global partnership with Facebook.

In the new role, Henderson will focus on “reimagining our approach to brand communications by unlocking new content models that merge media with creative”.

She joined the company in 2008 and was most recently head of media and communications planning for Mondelez US and North America. Previously she held the post of senior brand manager for Cadbury Dairy Milk and Toblerone.

The appointment is the latest in a number of moves that show the company is focusing on content to drive sales success.

The Facebook push

Last week it announced a partnership with Facebook that the company said will help it produce scalable creative content and “engage consumers in new ways” across 52 countries.

“We’ll have a dedicated, full-time Facebook creative strategist who will work alongside our marketers and agencies to develop video content for the platform,” a spokesperson from Mondelez International told Marketing Week.

Facebook will also develop playbooks, webinars and eLearning modules for Mondelez brands giving them opportunities to opt into testing programmes on social network as well as on Instagram.

The move is part of an effort by Mondelez to find new ways of driving impulse snack purchases online. Recent campaigns for Philadelphia in Europe “demonstrated we can deliver engaging, tailor-made video on Facebook and seamlessly convert that content to purchases”, said the company.

“We are already experimenting with Facebook’s Buy button through our partnership with ChannelSight,” the spokesperson added.

“What is new is that we’re going to experiment with and pilot innovative technologies to drive impulse purchase, with the objective of creating a digital storefront on Facebook.”

The company will launch pilots on its power brands such as Oreo and Cadbury across key markets including the UK and will turn the most successful ones into long-term initiatives.

“Facebook is the number one player in mobile and is used by our primary target audience, millennials,” the company added.

“For us, they are the ideal partner to crack the code on how to ‘sell a cookie online’.”

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