The shift is being backed by the roll out of mobile sites for Mondelez’s top 12 brands in 10 markets via its year-long tie-up with Google. Additionally, it is working with social media startup RebelMouse to aggregate social media feeds and display them online. It is an approach already used by Kellogg’s and Mondelez says the tie-up will have a different impact each brand varying from more content driven sites to ones positioned more as hubs for all social activity.
The snacks maker has spent the last year overhauling its media and marketing strategies to implement what it says is “muscle memory” around four pillars of mobile marketing; video consumption, engagement, impulse media and loyalty. The learnings gained during this time will be used to target fans when they are more likely to indulge in a purchase alongside more sophisticated advertising combinations between digital and TV for its top global brands.
Mondelez says upcoming efforts will show a “a visible shift” in how it handles media “from as early as Q1”. It points to examples such as its Trident gum branded “Trending 10” series, which it claims is the first TV show to be built around real-time Twitter conversation spikes, as an example of how brand campaigns will change. It is also exploring the use of user-generated Vine videos as TV adverts after hailing the “encouraging engagement stats” since launching a raft of six-second spots for the chewing gum brand three weeks ago.
Bonin Bough, VP of global media and consumer engagement at Mondelez, told Marketing Week the strategy aims to generate more culturally-focused media investments at scale, while finding significant financial savings in the process. The process is capable of driving the same purchase consideration shift through Facebook as TV, for a third less, according to results from a Creme Egg campaign from earlier this year.
Bough adds: “We’re focused on this nexus of where real-time creative meets real-time buying. Everyone is focused on how the future of media buying will become digital exchange based and resemble the stock market at the moment, but it’s through real-time creative that you can drive storytelling at scale.
“It’s not just about responding to cultural events to get that reach and ROI. We’re putting in place the processes across our business that allow us to develop campaigns based on how people are responding to our creative in the moment. We haven’t been able to do this before because the tools didn’t exist and more importantly people were not as confident using digital as they are today.”