Mondelēz International improves cross-functional
collaboration with Campaign Manager 360
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Case Study
Mondelēz International improves
cross-functional collaboration with Campaign
Manager 360
Tags
Analytics 360
Display & Video 360
Google Marketing
Platform
Campaign Manager 360
Google Cloud
The Goals
Drive brand awareness for the OREO brand in
the US and increase traffic to eCommerce site
The Approach
Used native integrations between Campaign
Manager 360, Studio and Display & Video 360 to
drive efficiencies and enable collaboration
between tech, media and creative
Efficiently create data-driven
customer-centric experiences at scale
The Results
Reduced total time spent on creative
production and management by 25%
Drove 40% more clicks vs standard display
ads to eCommerce channel
Deployed 254 dynamic ad variations in 4X
less time
Better insights from data
Mondelēz International offers some of the
world’s favorite snacks including its largest
brand, OREO. Mondelēz’s ultimate goal is to
drive revenue, which is why it is important for
them to continue to grow the OREO brand.
They aim to create customer-centric
experiences. But Mondelēz also knows that it
takes a lot of resources to analyze data, get
insights and to develop relevant creative for
each audience segment. This is especially true
for a brand like OREO, which has a really broad
audience. They are also at a nascent stage with
their first party data, so it's hard for them
to use their data at scale.
One of the ways that Mondelēz International has
maximized insights from the data they do have
is by organizing their paid media campaign
data. Mondelēz International uses Campaign
Manager 360 to manage cross-channel media
campaigns across their portfolio of brands.
They also use Campaign Manager 360 to house all
of their display and video creative, which
gives them a holistic view of their ad spend
and creative performance in one place.
“Campaign Manager 360 allows our creative
and media teams to be more efficient because
they can easily build creatives through Studio
and then run media across YouTube and Display &
Video 360. There is also minimal data loss
because everything is integrated under one
platform”
Jennifer
Mennes, Director of Global Media
Strategy & Americas Operations, Mondelēz
International
They worked with their partner MightyHive to
create a consistent taxonomy for tracking all
their digital campaigns. This makes it easier
for them to analyze performance across
campaigns and regions to enable faster media
and creative optimizations. For example,
standardized campaign, asset, and placement
naming, makes it easier for the Mondelēz
International team to quickly pull reports
and  see how a creative, audience, or
media placement performed across all their
media buys.  “Campaign Manager 360 is the
backbone of our data spine and the system of
record across all of our media. We have been
able to better connect paid media performance
to offline data sources using integrations with
other Google products. This has allowed us to
create one of the best taxonomies in the
industry and to unlock the value of our data.”
says Jennifer.
Integrated technology and strategic partnerships
To better understand OREO customers in the US,
Mondelēz and their agency VaynerMedia turned to
Google to understand category dynamics for
snacking, search behaviors and other interest
and intent signals. Google helped conduct a
study which provided insights on how audiences
searched for snacks throughout the day. For
example, people searched more often for
indulgent snacks like cookies as the day
progressed. VaynerMedia also used Google
insights to identify different audiences based
on life stages like parents, empty nesters, and
college students.
These insights were shared with Mondelēz
International’s creative partners The Martin
Agency (TMA) who developed different ad
variations for each of the key audiences based
on the time of day. This approach allowed them
to create personalized customer-centric
experiences at scale. Young parents who were
reminded to pack the cookies when they packed
the stroller for their morning walk and college
students who were studying were motivated with
the idea of a cookie at the end of their next
chapter.
The campaign launched in March 2020 and many
brands had to pull their creative off air in
response to the coronavirus outbreak. Mondelēz
International was able to quickly pivot their
strategy and messaging for the “Eye on the
Clock” campaign because they used Campaign
Manager 360 to manage all of their media buys
and creative. This allowed them to use Campaign
Manager 360’s integrations with other Google
Marketing Platform products to efficiently
update creative in response to rapidly changing
consumer behaviors and a dynamic market.
“I love the fact that these banners are
able to update in real time, it just makes any
adaptations easier if you need to make them and
we did in light of the coronavirus. We were
able to create and deploy creatives easily by
using the synergies across Campaign Manager,
Studio, and Display & Video 360. These
integrations enabled us to be more efficient,
using all these products together on the US
OREO campaign helped also decrease production
time by 25%.”
Darius
Watkins, Account Coordinator, The Martin
Agency
Gain efficiencies and agility through Google
Marketing Platform
By using automated and integrated technology
and strategic partnerships for the US OREO
campaign, Mondelēz International has been able
to aggregate all of their data across their
portfolio of brands. They now also have the
infrastructure in place to more effectively
create personalized creative for other brands.
This approach also helped them deliver 250+
creative variations and led to an increase in
traffic to their eCommerce channel. Mondelēz
has used dynamic creative optimization using
Google Marketing Platform for three US OREO
campaigns with more brands to follow.
"DCO has historically been focused on
heavily conversion based campaigns, because
brands usually just test different calls to
actions, the US OREO Clocks campaign was a
perfect example of how creative, media, data
and tech scaled a highly nuanced, insights
driven campaign that drove brand awareness
while also beating brand benchmarks."
Tzeitel
Haviland, SVP, VaynerMedia
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