Mondelez Delivers Emotionally Resonant Experiences for a 29% Lift in Ad Recall
Goal:
One of Mondelez’s premier brands, Philadelphia, wanted to elevate their approach to personalization to drive deeper emotional resonance with their audience. This meant engaging consumers based on their beliefs and behaviors, and connecting with them across all meaningful touchpoints. They had previously identified lunch time as a key moment to target and wanted to surround behaviors like breaking your routine or sharing a picture on social media with empathetic messaging.
Strategy:
To tackle this challenge Mondelez’s agency for Philadelphia, Carat, employed Innovid’s DCO technology and social integrations to build, upload, and optimize the campaign. Having a centralized feed allowed them to showcase unique messages for audiences across all touchpoints, including walled gardens. For versioning, demographic and date/time were leveraged to change the video and copy shown, with Innovid’s rendering engine providing the optimal specs for each platform.
Outcome:
1.5x – Lift over display benchmark for click-through rate
37 creative experiences delivered across 5 platforms
38% – View-through rate on YouTube
