How global snacking company Mondelēz mixes media formats to drive ROI on YouTube
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How global snacking company Mondelēz mixes media formats to drive ROI on YouTubeOctober 2021
Mondelēz International, one of the largest global snacking companies in the world, houses a slew of popular household favorites, such as Oreo, Milka, belVita, and Sour Patch Kids. To remain top of mind with younger people, the snack company uncovered several ways to stay relevant beyond its investment in traditional media channels. Here’s how that pivot helped it drive ROI on YouTube.
- How can you not want to work for a company
who makes Oreo cookies and Cadbury chocolate?
They're fun brands
that bring fun and excitement
to families around the world.
So, Mondelēz is one
of the largest snacking companies around the globe.
And our mission is to make sure
that we are connecting consumers to the brands
for the right moment for themselves and their family.
As Mondelēz matures,
we need to tap into younger audiences.
We need to bring that emotion
that maybe their mother
or their grandfather had with the brands.
Back in the day,
it was very easy to connect to consumers on a mass scale.
You run a television spot.
And you're able to reach the masses.
Paid media is constantly evolving.
Not just for Mondelēz.
For all advertisers.
And as consumer media habits shift
from more traditional to digital,
we have to modernize our approach.
YouTube allows us not only to
generate large reach and scale,
on top of reach we're able to utilize
the data signals within Google's platform
to really connect more with our consumer audience.
What we have found,
is that mixing multiple ad formats,
not only drives efficiency,
but it drives effectiveness
and has truly driven business performance.
Because we're able to take learnings from one market,
we're very quickly able to drive impact around the globe.
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- Really the two formats that stood out for us,
were "Home Feed" and "TrueView" for reach.
Incorporating these two formats into our mix,
we've seen a 29% uplift in overall digital effectiveness,
as well as a 52% year-on-year increase in our YouTube ROI.
- As we look across our immediate ecosystem,
and specifically YouTube,
is one of our core partners.
We have seen our ROI increase over 200% globally
across the YouTube platform.
And it allows us to create
both short-term and long-term business success.
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