{"id":3617,"date":"2022-09-14T01:56:10","date_gmt":"2022-09-14T05:56:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/14\/how-customer-centricity-guided-mondelez-internationals-digital-transformation\/"},"modified":"2022-09-14T01:56:10","modified_gmt":"2022-09-14T05:56:10","slug":"how-customer-centricity-guided-mondelez-internationals-digital-transformation","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-customer-centricity-guided-mondelez-internationals-digital-transformation\/3617\/","title":{"rendered":"How Customer-Centricity Guided Mondel\u0113z International\u2019s Digital Transformation"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Javier Polit<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Digital transformation is complex. In this six-part series, we\u2019ll explore<\/em>\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/digital-transformation\/digital-transformation-solutions\/\"><em><\/em><\/a><\/p>\n\n\n\n\n<u>six core areas of digital transformation<\/u>\n<p class=\"wp-block-paragraph\">At Mondel\u0113z International, we recognized several years back a growing consumer desire for personalized messaging. Customers simply expect more familiarity from brands now, and as a leader in consumer packaged goods, we pivoted our marketing strategy in 2019 to deliver the custom content they craved.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At the time, we were in the midst of transforming from a margin-focused company to a growth-focused one. To get there, we increased marketing spend and turned toward a customer-centric approach that required a meaningful investment in personalization. We call this concept \u201cempathy at scale,\u201d and it all boils down to developing the right connection with the customer at the right moment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Three years out from our strategic pivot, customer behavior continues to evolve, as the pandemic ebbs and flows. Brands can no longer rely on traditional marketing strategies to remain relevant, and it takes tremendous business agility to keep pace. Fortunately, our customer-centric marketing approach has given us the digital maturity and nimbleness required to thrive amid change.<\/p>\n\n\n\n\n<blockquote>A deep understanding of consumers has become the bedrock that allows us to create value for them.<\/blockquote>\n<h2 class=\"wp-block-heading\">Data&rsquo;s role in digital transformation<\/h2>\n<p class=\"wp-block-paragraph\">To drive digital transformation, we knew we had to perfect the interplay between the \u201cart\u201d of marketing with the \u201cscience\u201d of data activation. This required a powerful partnership between our marketing and IT departments, with the ultimate goal of delighting our consumers with an outstanding experience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To that end, my close partnership with Martin Renaud, chief marketing and sales officer at Mondel\u0113z International, has proven invaluable. Martin is setting the strategy on first-party data \u2014 how we acquire it, how we use it, and how we learn from these efforts. My role is to set up the right repositories for that data and to ensure the business can access it in ways that help us better understand our consumers. The success of this partnership has advanced our deployment of empathy at scale and changed the conversations we\u2019re having in the C-Suite.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of our first steps to driving empathy at scale was to partner with\u00a0<a href=\"https:\/\/cloud.google.com\/gcp?utm_source=google&#038;utm_medium=cpc&#038;utm_campaign=na-US-all-en-dr-bkws-all-all-trial-e-dr-1011347&#038;utm_content=text-ad-none-any-DEV_c-CRE_491349594127-ADGP_Desk%20%7C%20BKWS%20-%20EXA%20%7C%20Txt%20~%20Google%20Cloud%20Platform%20Core-KWID_43700060017921803-kwd-6458750523&#038;utm_term=KW_google%20cloud-ST_google%20cloud&#038;gclid=Cj0KCQjwgYSTBhDKARIsAB8KukvOKzQ7zi8gyH71uYsWkahoV3yZ3Vu-sMgvsljc2ZT7vSqkxc5r4OUaAj80EALw_wcB&#038;gclsrc=aw.ds\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><\/p>\n\n\n\n\n<u>Google Cloud<\/u>\n\n\n<p class=\"wp-block-paragraph\">At the same time, we partnered with\u00a0<a href=\"https:\/\/ads.google.com\/intl\/en_us\/getstarted\/?subid=us-en-ha-awa-bk-c-ccb!o3~Cj0KCQjwgYSTBhDKARIsAB8KuktEse-gFnSdyW5zWEG_iJ2gIuu2cWNKzQyqx1sm7hJ0Krq9N_r1kwoaAqmtEALw_wcB~76351054006~kwd-94527731~6466339383~585353685027&#038;gclid=Cj0KCQjwgYSTBhDKARIsAB8KuktEse-gFnSdyW5zWEG_iJ2gIuu2cWNKzQyqx1sm7hJ0Krq9N_r1kwoaAqmtEALw_wcB&#038;gclsrc=aw.ds\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><\/p>\n\n\n\n\n<u>Google Ads<\/u>\n\n\n<p class=\"wp-block-paragraph\">A deep understanding of consumers, courtesy of these and other tools, has now become the bedrock that allows us to create value for them. After adopting this more holistic view, we realized we had some blind spots, and we set out to understand and solve for these gaps with help from our strategic partners. With data-driven insights and automation tools in our back pocket, we were able to go to market and respond to consumer needs more quickly than ever before. Let\u2019s take a look at how that has played out for two of our most popular brands.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Twist, lick, dunk: How Oreo U.S. achieved empathy at scale<\/h2>\n<p class=\"wp-block-paragraph\">With Oreo\u2019s customers spanning nearly every demographic, our strategy for the beloved brand was to deepen relevance through fandom and personalization. We began by identifying audience segments whose interests aligned with our campaign idea by using\u00a0<a href=\"https:\/\/support.google.com\/displayvideo\/answer\/6021489?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><\/p>\n\n\n\n\n<u>YouTube affinity audiences<\/u>\n<p class=\"wp-block-paragraph\">. Then we connected Oreo to audience passion points. A campaign with Lady Gaga, for instance, featured a limited-edition line of cookies and a website to create musical \u201cOreograms,\u201d while special-edition cookies for Pokemon fans encouraged consumers to \u201ccatch \u2018em all.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The result was a 2X increase in Oreo\u2019s ROI on Google platforms and a jump in brand health metrics. Oreo is now gaining ground in meaning and relevance, signifying that customers report they love the brand and that the brand continues to be relevant to them. By applying data-driven insights and automation to these campaigns, we were able to deliver creative that truly resonates.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Cadbury finds the sweet spot<\/h2>\n<p class=\"wp-block-paragraph\">As a nearly 200-year old brand, Cadbury holds nostalgia for many in the U.K. To capture customers\u2019 feelings for the confectioner, Cadbury\u2019s marketing team sought to incorporate emotion and humor into its 2021 Easter campaign. They did it by focusing on their audience\u2019s mindset at key moments and pairing campaign creative with data.<\/p>\n\n\n\n\n<blockquote>Using first-party data through automated tools has allowed us to understand a shifting market and respond with agility.<\/blockquote>\n<p class=\"wp-block-paragraph\">Prior to the holiday, Cadbury worked with Google to uncover timely consumer insights when the pandemic limited in-person celebrations. Responding to a desire to connect, they set up the \u201cWorldwide Hide\u201d on Google Maps. This virtual egg hunt allowed loved ones to send clues to their families about where a virtual egg was hidden and then to purchase chocolate eggs to send via Google Shopping.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The data Cadbury had access to allowed it to understand and respond to customer mindsets at a particular moment in time. During the campaign, Cadbury and Google \u201chid\u201d 680,000 virtual eggs around the world, resulting in 1.8 million visits to the Cadbury site over a 10-day period and the sale of all its chocolate eggs before the Easter holiday. The campaign also resulted in a 2X increase in search interest for Cadbury relative to its competitors.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Harnessing data to adapt and unlock growth<\/h2>\n<p class=\"wp-block-paragraph\">It has never been easier to reach new customers, but doing so effectively requires dedication to audience insights and content personalization. Using first-party data through automated tools has allowed us to understand a shifting market and respond with agility. Consumer behavior may remain in flux, but our digital transformation means that Mondel\u0113z International brands can easily identify the customers who offer the greatest value, reward them with relevant campaigns, and improve performance and overall growth.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This article first appeared on\u00a0<a title=\"https:\/\/www.thinkwithgoogle.com\/\" contenteditable=\"false\" href=\"https:\/\/www.thinkwithgoogle.com\/\" target=\"_blank\" rel=\"noopener\">Think with Google<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumer behavior may remain in flux, but our digital transformation means that Mondel\u0113z International brands can easily identify the customers who offer the greatest value, reward them with relevant campaigns, and improve performance and overall growth.<\/p>\n","protected":false},"author":7,"featured_media":3618,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Customer-Centricity Guided Mondel\u0113z International\u2019s Digital Transformation | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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