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|Mondelez and Google expand alliance to better target “diverse” audiences, including youth, via data, in-store and online
...Mondelez already has proven to be a game changer in digital marketing in its two short years in existence. And now the global snack-brands spinoff from Kraft Foods plans to leap decisively ahead of its competition through a vast strategic partnership with Google and its YouTube unit that will result in 10% of the total Mondelez advertising budget going to online video this year. It also won’t be long before Mondelez and Google invite supermarket retailers into the fold to help them exploit the unprecedented possibilities of their partnership by taking advantage of apps and location-based technologies to use the new content to influence sales inside the store. “We’re going to quickly see a focus on that, especially as we get closer to having anonymized personal data that can map onto retailer data,” Bonin Bough, vice president of global media and consumer engagement for Mondelez, told CPGmatters. “Then those kinds of partnerships with retailers, even around online video, become really exciting.” For the time being, the excitement is all for Mondelez and for Google, to which Mondelez has made a big commitment in advertising spending. It includes assistance from Google offices around the world to help Mondelez and its family of brands – which include Oreo, Cadbury, Trident and many others -- distribute timely, relevant, engaging and diverse branded-video content on YouTube that will create a return on investment for Mondelez and fuel sales growth of its products. ... Bough said the second pillar of the deal is to help Mondelez optimize ROI with online video as it reaches more diverse audiences and those that are difficult to communicate with via traditional channels such as TV. ... Among other things that are planned under the current deal, Mondelez and Google will be partnering on content pilots with YouTube's Brand Partner Program. Also, along with Fullscreen, a global youth media company, Mondelez is crafting a new model of high-quality, low-cost video content featuring influential digital stars, at first focusing on its Sour Patch Kids brand.
Source: CPG Matters
|Domino’s delivers sales and massive targeting database as it expands mobile marketing in UK
In 2013, Domino’s faced a challenge: to continue to deliver sales growth in the face of increasing competition from digital takeaway businesses and incumbent pizza chains. As the first company to launch a mobile app, 10% of our total weekly sales were now via mobile, and users of our app were our most valuable customers. Our challenge was to win in mobile, and we developed a three-pronged strategy to build mobile as a marketing platform. … We redesigned our mobile site and app suite to create a consistent user experience across all operating systems, transitioned to a mobile-first CRM programme, built mobile data capture into our pizza tracker to double our SMS database, introduced push notifications and moved to mobile-friendly customer emails…. Build brand demand at key moments...We did this by becoming the principal partner for the X Factor mobile app, creating a Domino’s hub that featured quizzes, games and offers. ...-We doubled our SMS database to 2 million, increased mobile sales to 22% of all CRM-driven sales, and grew our app installs from 516,000 in 2012 to 2.2 million in 2013
Source: Creative Brief
|TV stations get shopper data from actual in-store purchases to pinpoint target viewers
Simulmedia is building on its relationship with Nielsen…to license Nielsen Catalina Solutions’ (NCS) data to help consumer packaged goods marketers target their TV advertising buys based on actual consumer product purchasing data. The deal follows a recent agreement between Simulmedia and Nielsen to develop a system for measuring niche cable TV networks that currently are not rated by Nielsen. "We are pleased to expand our relationship with Nielsen and activate Nielsen Catalina Solutions' consumer purchase data across Simulmedia's massive, audience-based TV network, which includes the majority of TV networks and operators in the U.S.,” ...Simulmedia said its deal will enable it to integrate NCS consumer packaged goods audience segments directly into Simulmedia’s database, allowing brands and agencies to target their TV advertising buys based on actual consumer product purchasing behavior.
|Coca Cola’s digital agency in UK uses research, influential bloggers and former journalists to “tell great stories” to generate trust in mums and drive sales
Zone won a competitive pitch to reinvigorate Coca-Cola’s approach to digital communication, building direct relationships with the mums responsible for household purchasing decisions…Our extensive and ongoing investment in research and online listening provides real-time insight into the issues that are important to mums, from the environment and recycling to health and obesity….we put in place a full-time editorial team to help Coca-Cola tell great stories, making the company and its brands relevant to the needs and concerns of the audience. Using experienced consumer journalists with digital and magazine backgrounds, we created a distinct tone of voice, allowing the company to connect with consumers in a credible way….Content is planned and updated constantly, with the latest news from across the organisation being crafted into engaging stories using words, photography, video, illustration and interactive functionality. All content is informed by keyword analysis and optimised to rank for the phrases we know resonate with the audience, providing Coca-Cola with a credible voice in online conversations about their brands and activities. Once the website platform was established, we helped to optimise and distribute content on to other digital platforms, including YouTube and Twitter….We’ve built relationships with influential bloggers and communities, involving them in the planning and creation of content, both for the Coca-Cola website and for their own blogs and networks.
|Chupa Chups launches an Instagram game tied to Halloween
“Get Lolli” is a first-of-its-kind, ‘choose your own adventure’ game on Instagram, built to create awareness of Chupa Chups during the biggest candy-sharing event of the year – Halloween. In the game, players are encouraged to help a ‘finger’ find his friend Lolli (a Chupa Chups lollipop) who has been kidnapped. The game uses Instagram’s native features to guide players through a haunted house filled with quirky, spooky messages inspired by popular horror movies and characters such as Psycho, Dracula, The Ring and Freddie Kruger….The campaign will run in the next two weeks up until Halloween and will be supported by Facebook and YouTube. The campaign launches with a trailer video and includes game materials; Instagram stills and nine short 15-second Instagram videos.
Source: Campaign Asia
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