Shane Guest
The digital media ‘tipping point’
A little bit about Mondelēz International
Rethinking digital
Local practice & success stories
Digital Tips & Observations
3
Mondelēz International focuses on Snacking as its growth engine.
North America
Grocery
High margin
Kraft Foods Inc
~$54bn
Global Snacks
High Growth
Jacobs Douwe Egberts
Pure Play Coffee
A Global Snacks Powerhouse
With $36 Billion In Revenue (2)
Cheese &
Grocery
10%
Beverages
17%
Gum &
Candy
16%
Biscuits(1)
30%
Chocolate
27%
• Nearly 75% of revenues
in fast-growing snacks categories
(1)
(2)
Biscuits includes salty/other snacks
Based on 2011 reported net revenues; includes accounting calendar changes and 53 rd Week.
North
America
19%
Europe
37%
Latin
America
CEE
Developing
Markets
44% MEA
Asia
Pacific
An amazing brand portfolio!
Mondelēz in Ireland
Design solution
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Global Trends Shaping Marketing Today
Growth of Digital Connections
Pervasive global mobile usage
Digital opportunity to ‘win @ impulse’
Rise of eCommerce
Disruptive power of social networks
High speed connectivity of all screens
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10
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Our Commitment to Mobile:
Getting To 10
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Getting To Ten Investment Strategy
Increase Media ROI
Influence Purchase
VIDEO
EQUIVALENCY
SOCIAL TV
MOBILE
MEDIA
MOBILE AT
RETAIL
REACH
ENGAGEMENT
IMPULSE
LOYALTY
USER DATA & ANALYTICS
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20K Likes
On Facebook Within One Hour
15K Re-Tweets
During The Game
46K Entries
Into the Instagram Promotion
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…and bringing it to life locally.
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Building Brand Love via ‘Surprise & Delight’
How to #sharethejoy with 12.5m
people in 3 days
On a sunny spring morning in St.
Anne’s Park, Dublin, people came
across a tree unlike anything they’d
seen before.
The tree had crossed from another
world, a world similar to ours but one
filled with giggles & chocolate.
Word quickly spread and people came
from far and wide to marvel at the
Joyville tree and it’s Alpaca Unicorn
guardians.
Seeding Joy Tree!
Step 1: Enabled Discovery
• An idea that was designed to be discovered & shared
• Enabled organic, authentic WOM and invited specific people to get
involved in discovering it (Earned Media)
Step 2: Encouraged Engagement
• Official brand voice speak of the idea, revealing it to followers, fans &
friends via our social media touchpoints (Earned & Owned Media)
Step 3: Generated Reach
• Once genuine WOM & Engagement is established, we generate reach
through amplification: promoted posts / tweets, amplified cocreation activity etc
Joytree results:
Significant increase in Brand tracking scores: “brand linkage” + 23%, “Persuasion” + 20%
“Unique” + 18% above the ASI norm
Most watched YouTube video in Ireland on the 2nd day of media activity reaching 813k
views . Global trending also followed from the launch of paid media.
Twitter followers for CDM increased 11 fold and over 1,500 mentions of #sharethejoy
Extensive media relations with online influencers we #sharedthejoy with 12.5 million
people in 3 days. Retweets from Niall Horan, Ronan Keating & Bernard Brogan all helped
to spread the joy.
Demonstrated the power of “earned” media for a business that was very traditional in its
comms planning approach.
Out with the old and in with the new!
How digital played a role in embedding a new
pack change!
CDM “Rate the 8” campaign
Re-igniting consumer interest in all 8 variants
Instore
1,140,191 views (after 5 wks)
OOH
Advertising
Sales Results: Double Digit growth in Qtr 1 ‘14
Digital Tips / Considerations
Real time marketing success doesn’t happen over night, you need
to develop the muscle memory.
Digital is only one element of the marketing mix
Leverage brand advocates to deliver scale
Focus on storytelling & compelling content
Thank You!