The media universe is becoming more complex, and advertisers are striving to capture mind share and raise brand awareness. But as the media universe grows more fragmented, it is becoming more difficult for brands to remain top of mind and capture long-term loyalty.
This is a common challenge that Mondelēz International faces in engaging consumers on a global scale. After all, in today’s omnichannel universe, “simply pushing advertising or content to consumers won’t work anymore,” said Josep Hernandez, Senior Director of Global Communications Planning and Media for Mondelēz International. To create more compelling brand messages that emotionally resonate with consumers, the company partnered with Idomoo to develop personalized videos for its Cadbury chocolate brand.
Following the success of two integrated marketing campaigns in India and Australia, Cadbury intends to expand its use of Idomoo personalized videos worldwide to drive engagement and loyalty.
“For brands like Cadbury, earning revenue for our brand leans on our communication strategy,” Hernandez said in an interview with Retail TouchPoints. “And everything is an opportunity for communication, from the packaging of the product to the Facebook page and web site.”
However, brands that sell highly commoditized products like chocolate need to evolve beyond cookie-cutter messages and tactics. With Idomoo, Cadbury created videos customized to specific audience segments and individuals. Not only did the videos help increase brand relevancy, from a data perspective, it created a 60% ROI, according to Hernandez. “From a brand perspective, it allows you to connect to each consumer personally. Each consumer has different needs and there are different types of audiences, so you need to be able to leverage the data to personally connect to each one.”
Mondelēz International had two distinct goals for the campaigns. In India, the company wanted to promote