Byravee Iyer
Jun 25, 2015

Cannes: Mondelez renews Facebook partnership; pushes video, ecommerce

CANNES - Mondelez International has renewed its partnership with Facebook to boost creative video content and ecommerce, in a move that sees the snacking giant increase its digital media investment and commitment to the social network.

Mondelez International's new deal with Facebook will help brands like Cadbury
Mondelez International's new deal with Facebook will help brands like Cadbury

The deal, brokered by Dentsu Aegis Media, covers 52 countries including Brazil, France, India, Indonesia, the UK, the US and the Gulf States. It will bolster the company’s creative video content and explore new models for ecommerce.

“We’re on a digital adoption journey,” Gerry D'Angelo, European Media Director, Mondelez International told Campaign Asia-Pacific. “We can’t get there on our own so we’re partnering with big advertising technology companies. We need them to provide some impetus.”

Global brands such as Cadbury, Oreo, Trident and Milka are likely to benefit the most. However, any brand that spends on Facebook will see a difference, he added.

D’Angelo said the first deal in 2014 was about extrapolating value. “We realised that we can’t just take a TV commercial and use it online. We need to develop content natively for the platform.”

More tangibly, the partnership resulted in a significant increase in awareness, recall, purchase intent and sales uplift.

The food company has outlined plans to grow its digital spend and moving ad dollars to where consumers are. Its digital spend has grown from low teens to 25 per cent in three years. “By partnering with these companies it is natural the flow of dollars will move in this direction.”


Related Articles

Just Published

1 day ago

Tech Bites: Week of September 26, 2022

News from McLaren Racing, IAB Australia, CNN and more.

1 day ago

Campaign Creation Stories: How retailer Bananain ...

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

1 day ago

Harnessing the power of SPO for programmatic campaigns

As more brand advertising spend flows into the programmatic ecosystem, players on both sides of the industry are beginning to rebel against complexity and demand transparency and efficiency across the supply chain.

1 day ago

Women to Watch 2022: Elayne Gan, Dow Jones

Recording incredible growth in the pandemic is no mean feat, and Gan boasts a massive 60% revenue growth since taking over the head of sales role in 2019.