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The main marketing officers should evaluate and synthesize success stories to learn from past marketing efforts, identify themselves repeatable strategiesand demonstrate the refund of investment (ROI) of your work on stakeholders.
Ultimately, this can help start better future campaigns and business outcomes.
As Steve Jobs once noticed, “The most powerful person in the world is the narrator. The narrator sets the vision, values and agenda of the whole generation to come.”
Narration of stories to manage change and uncertainty
Narration It is important because this is the basic way that people connect, share experiences and learn.
It stimulates empathy, creativity and emotional intelligence, at the same time helping to build relationships, convey the complex ideas and inspiration of action.
Mondelēz International, Fortune 500 in over 150 countries, generated $ 36 billion in net income in 2024.
His famous international and local brands include Oreo, Ritz and Tate’s grandmother shop cookies and pastries, along with chocolate favorites like Cadbury Dairy Milk and Toblerone.
(Discovering: I was a member of a team of experts for the subject of the Digital Marketing Program for hundreds of merchants at Mondelēz International. I can share his story now without a violation of the non -discharge agreement because he has since published this information to the public.)
Travel Mondelēz International to grow focused on the customer
The challenge for any Fortune 500 CMO is a movement in permanent development Consumer behavior and technological progress.
Mondelēz International, a global gigant for a snack, offers a convincing draft not only to respond to changes, but also proactive design.
His journey, which lasts for several years, emphasizes critical elements of predictions, cooperation and deep dedication to understanding the customer.
Accepting empathy on a scale
Back in 2019, Mondelēz recognized a Basic shift in consumer expectations. The desire for the generic messages of the brand was decayed, replaced by a craving for knowledge and personalization.
This insight has encouraged a strategic turn, moving a company from approaching a margin to one focused on growth, encouraged by increased marketing investments and the concept he called “”Empathy in a scale.”
It’s not just about collecting data; It was about establishing a real relationship with the right customer at the right time.
The early days of the pandemic have suffered the wisdom of this shift.
While consumer behavior was ongoing, Mondelēz’s previous investment in digital maturity and flexibility provided the agility needed to adjust.
The base of this strategy was a deep understanding of its consumers, allowing him to create true value, a principle that remains timeless before uncertainty.
Mondelez India automated success
Mondelez India has achieved exceptional success with automation, especially in the diverse Indian market.
His innovative approach to the personalization of ads has shown the transformative power of automation of marketing and machine learning in creating deep bonds with customers and launching significant sales.
During the Diwali ceremony, Mondelez India recognized the huge value of local relevance for her gift box Cadbury Celebrations.
This is an ingenious use of Voice of Ai and ml to create advertisements containing Megasar Shah Rukh Khan, in which he personally appointed local stores that sell their products.
This technology has enabled effectively creating a stunning 130,000 videoseach adapted to a particular store.
Using YouTube’s advanced contextual targeting, the campaign has harmonized ads versions with a real audience based on their proximity to local stores.
This hyper-local approach has echoed strongly, resulting in 60% Increasing an engagement on YouTube, 42% of sales growth in local stores and 33 million gift boxes sold during the festive season. The campaign emphasized the strength for consumers to feel directly seen and recognized in their local context.
Mondelez India further pushed the boundaries of ads personalization with its Campaign for PerkChocolate brand popular among young people.
Recognizing the cultural phenomenon “Cancel Culture”, Marko aimed at injecting humor and stimulating leisureness.
Using AI to identify the 2.5 million of the most sought after videos, he created adapted renunciations that have playfully alerted viewers to potential “triggers” inside the content, such as carrot that aggressively chopped in a cooking video.
These short ads before the roll are unnoticeably integrated into each of the millions of trendy videos using Google’s custom API and Mix Technology director.
A smart and very contextualized approach to the campaign echoed with viewers, bringing an impressive 84 million views, 635 million impressions and a 20% jump in sales.
It has shown that injection of timely cultural relevance, powered by automation, can attract attention and achieve business results.
Carcass and marketing science
Execution of “Empathy on a scale” required a fundamental transformation in the mode of action of Mondelēz. It was not enough to have insightful data; The brand was supposed to activate effectively.
This required a strong synergy between “art” marketing and “science” data.
The main element was a strong partnership between the main marketing and the sales officer and the architect of their data infrastructure. This collaboration was an engine that started their digital transformation.
Recognizing the need for robust data management, Mondelēz In partnership with Google Cloud For the construction of regional data data for the first party data.
Critically, he also invested in training his teams to use these new opportunities. It’s not just about technology adoption; It was about strengthening their people to use the power of data.
This strategic overhaul gave impressive results. By integrating previously rape data, Mondelēz has acquired a holistic account of his consumers, allowing him to deliver Personalized content who spilled the noise.
This strategic shift focused on people, increased by technology, resulted in a significant increase in ROI globally and in the US, laying a solid foundation for permanent growth.
Using AI to scalp the personalization and reach a new audience
AND Marketing landscape is still developingWith the fragmentation of the audience through media platforms, they become a significant challenge.
For deep heritage brands, such as Cadbury, additional complexity lies in expanding their reach outside the traditional channels to include new generations.
AND The story of a Creme Egg Cadbury It offers a strong illustration to move in this challenge.
Faced with increased competition and living costs that affect consumer consumption, Cadbury recognized the need to connect with Gen Z and Millennials, which were less engaged with traditional TV advertising.
Continuing on its existing digital presence, especially on YouTube, Mark explored the potential of video advertising on AI. Initially, adjusting the existing TV advertisement for digitally seemed to be the most cost -effective approach.
However, it revealed that YouTube’s AI formats, a specifically video reach of the campaign, demanded a diverse range of creative funds built from the foundation. This cognition emphasized the importance Creative strategies specific to platform.
Through collaboration with Google’s creative work team and his creative VCCP agency, Cadbury accepted this challenge. He developed a series of assets for a campaign guided by Ai focused on his iconic “How do you eat your own?” slogan.
Using consumer research, he pointed out different styles of nutrition, creating strange and interesting videos in various formats, from six -tone bumpers to longer ads with a convincing arches of the story.
By providing a variety of content ecosystems, Cadbury Empressed YouTube’s Ai to align effectively with the right message of eggs with a real spectator at the right time.
This approach, operated by one campaign, enabled AI -to optimize advertisement delivery based on Business goals And the audience signals far more efficient than manual adjustments.
Despite the economic pressure, the success of this AI drive campaign, which focused on maximizing a unique reach, has led to increased investments and in the production of the media, showing the strength of AI to improve campaigns, at the same time drawing the lasting importance of human creativity.
Key Detachment for CMOS
This series of International Case Studies Mondelēz offers valuable insights for CMOs who want to move with modern marketing and stimulating growth focused on the customer.
Several key steps come out of these examples.
1. Customer’s empathy serves as a fundamental element for sustainable growth
Mondelēz’s early recognition of the need to prioritize your customers just focus on Marža proved to be crucial.
This approach to “Empathy in proportion” became the cornerstone of its following achievements.
This goes beyond the mere collection of data; true empathy Includes the use of these insights to create a true value for the customer deep understanding their needs and desires.
The resistance of this customer -focused strategy was particularly visible during the pandemic, which allowed Mondelēz to quickly adapt to its previous strong understanding of its consumers.
2. Hyper-pepper implemented on the ladder triggers significant results
The success of Mondelez India with campaigns to celebrate Cadbury and Perk illustrates the transformative potential of automation of marketing and machine learning in providing personalized experiences to a large extent.
The Cadbury Campaign celebration has greatly demonstrated the influence of hyper-local personalization, making consumers feel directly seen and recognized within their communities.
Furthermore, the Perk campaign emphasized the efficiency of the installation of timely cultural relevance, driven by AI, to break through the noise and echo effectively with the audience.
3. Rewriting the gap between art and marketing science is crucial for success
Effective marketing in today’s landscape requires strong synergy between creative aspects of marketing and analytical Data power.
Reaching this requires critically Multifunctional cooperationParticularly strong employment between the CMO/OCD architect for data infrastructure to launch a digital transformation.
Investing in a strong data infrastructure is only part of the equation; CMOs also have to give preference to training their teams to effectively use these new opportunities.
Ultimately, integrating force information to acquire a holistic account of the customer allows for more effective personalization and improves the overall refund of investment.
Abstract
Although AI is a powerful tool for scaling for personalization and reaching a new audience, it requires a strategic approach.
AI can help brands In overcoming the challenge of achieving more and more fragmented audiences on numerous platforms.
However, it is crucial to recognize that the creative platform is often needed, because the simply diverting of traditional creative for digital platforms may not be optimal.
Ai AS Formats often require adapted creative strategies developed from the beginning.
Despite the capabilities AI, Human creativity remains key. By convincing and attractive creatively, guided by human insights, it is still fundamental to the success of the campaign.
Even during the economic pressure period, investing in AI campaign aimed at maximizing a unique reach can produce significant results and justify further investment in this technology.
Traveling Mondelēz emphasizes the importance of fundamental shift towards the focus on the customer, enabled by strategic investments in technology, data and talents.
By accepting these principles, CMOs can equip their Fortune 500 companies that not only will resolve storms of changes and uncertainty, but also to become stronger and connected with their customers.
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