Purposeful advertising: How Mondelez India drove sales for local stores during the pandemic
Brands can be a force of good during difficult times. By leveraging their brand power and values to grow business for good, brands can inspire consumers to join them as positive changemakers. This is especially timely as the year-end festive season in India approaches and people and businesses continue to navigate holding celebrations amid a pandemic.
Brands searching for inspiration on how to do good and do well in business can take a leaf from Mondelez India. In this video, the team from the snacks manufacturer shares how they created the winning “Not Just a Cadbury Ad” YouTube campaign for Diwali 2020 to champion local businesses.
Mondelez India’s successful marketing strategy was built on consumer insights. In India, consumer behavior during the pandemic has shifted and shoppers are making more purposeful decisions. Fifty percent of festive shoppers in India say they shop with businesses that align with their values (Google Ipsos COVID-19 tracker, India, 2021). Shoppers in India also support brands that are socially conscious during the crisis, and they are part of a rising global trend where consumers are keen to provide local business support.
Recognizing the consumer behavior shift, Mondelez India developed a purpose-led marketing campaign to create meaningful impact during Diwali. Mondelez India’s Senior Director of Marketing Anil Viswanathan says, “We saw this as a great opportunity where we really could do something with our brand which was beyond just selling more of our product. We wanted to stand for something and be more purposeful.”
Mondelez India partnered with Ogilvy, Wavemaker, DeltaX, Google, and YouTube to create the “Not Just a Cadbury Ad” campaign, a heartwarming video that encouraged viewers to support local retail brands. The hyper-local marketing campaign also used Google’s AI and geo-targeting to create thousands of personalized versions of the same video, which made the appeal to support local stores more personal.
The marketing technology helped Mondelez India connect people to more than 1,800 retailers across eight cities and 270 location pin codes. This in turn doubled the sales of retailers featured in the campaign’s localized custom ads. The brand also achieved 32% business growth over its planned target, earning it The Ruby Award in India’s YouTube Works 2021 for great business results and the Grand Prix award for all-around excellence in campaign execution.
The big challenge that Cadbury faced during the lockdown was how could the brand come right in the front and make itself more visible.
The other thing is really this feeling of gratitude. And Diwali is such a great time for us to try and get consumers to express this gratitude, smaller and offline retailers were really impacted,
we felt there was a great opportunity where we really could do something with our brand, which is beyond just sell more of our product stand for something be more purposeful,
presenting, not just a Cadbury ad, we advertised not just for ourselves, but for 1000s of small businesses across India.
From there the teams all coming together, YouTube, Google, Ogilvy, Wavemaker, DeltaX, all of them coming together to work on the idea as one team to make it happen.
The big idea is to be contextual to where you are, why can't advertisement be geo targeted so when a person sees it, it truly feels as the video has been cut, just for him or her otherwise, it would have just been an ad with different shops in it.
As the ad was served to an individual an algorithm grow located the PIN code, and then map the various local stores in that pin code and served the one closest to the individual in real time.
Working with Google and YouTube was very important because geo location, geo targeting ensuring this ad on YouTube was being watched by say person x and location x the PIN code is getting served the same ad that is meant for him or her was extremely important to bring this idea live.
To make it hyper personalised and hyper local. We wanted to take it to as many local stores as possible so that we had scale and we had good coverage.
When we started staggering it up and building the logistics, we realised we're talking to 1800 local shops across 271 pin codes?, across eight cities.
It’s the YouTube team, they all came together and made this idea work.
At the heart of the idea are three technologies and all three are powered by Google there's the Google Maps API which helped us do the hyperlocal targeting, then the YouTube director mix at the heart of it, which helped us do the dynamic creative deployment last being the PIN code targeting capabilities with city within YouTube.
All three have to come together on one single platform to make this idea happen.
We didn't want to also do it at a very small scale. We didn't want to settle down to banner ads. We wanted to do it on video, because that's where the emotions come out.
And YouTube naturally comes in with that scale in this country to make it happen.
We impacted close to around 20 million unique users in the country. We had a 15% incremental ad recall and a 6% incremental consideration for the brand.
We're usually left with inventory after Diwali this time we had absolutely no stock left.
For me personally, the best reward was when a Cadbury shopkeeper very proudly tells me “ mere bagal wala dukaan mere ad mai hai” ( the shop next door is in your ad)
We ended up 30% higher than what we had anticipated, especially in traditional trade and the smaller retail,
we found them to grow even further to x the rate of the total sales there is great for us to come and see how ideas of combining with the right tech to really create effective campaigns that take forward not just a brand's business objective but also takes forward its impact in overall society.
YouTube was integral to make this campaign come alive.
It was unique. It was personalised and it is just right from a cultural context.
I don’t think this could’ve happened without YouTube