How I Am Leveraging Digital to Build My Brands Across ...€¦ · kraft foods Cheese & Dairy...
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Rethinking Media at Mondelēz Interna.onal Bonin Bough | Vice President of Global Media & Consumer Engagement | @boughb
Transcript of How I Am Leveraging Digital to Build My Brands Across ...€¦ · kraft foods Cheese & Dairy...
Rethinking Media at Mondelēz Interna.onal Bonin Bough | Vice President of Global Media & Consumer Engagement | @boughb
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Our Commitment to Mobile:
Getting To 10
Increase Media ROI Influence Purchase
VIDEO EQUIVALENCY SOCIAL TV
REACH ENGAGEMENT
MOBILE AT RETAIL
MOBILE MEDIA
IMPULSE LOYALTY
USER DATA & ANALYTICS
Getting To Ten Investment Strategy
A Closer Look: Trident
@tridentgum
Farrah Bezner | MarkeAng Director, US Trident Gum
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+ = 50%
Trident Layers Campaign
Trident Engagement on Vine
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McDonalds Oreo Cookie
Red Bull
Taco Bell
Trident Gum
McDonalds Oreo Cookie
Red Bull
Taco Bell
Trident Gum
McDonalds Oreo Cookie
Red Bull
Taco Bell
Trident Gum
Average Likes Per Original Vine
Average Comments Per Original Vine
Average Revines Per Original Vine
Attribute Rating (Top 2 Box) Intent (Top 2 Box)
How would you rate Trident as being a brand that relates to someone like you?
How likely are you to purchase Trident the next time you shop for gum?
17% 20%
Control Exposed
20% 24%
#paymeinlayers
Questions?
