Mondelez Looks to Social Media for 'Storytelling at Scale' Across Europe
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Sonia Carter, head of social and digital media for Mondelez Europe, rifles through her bag in search of a French Carambar. She wants to share her favorite Mondelez product, but it’s not there — she appears to have eaten it. “You never, ever grow out of the magic of sweets and chocolate,” she laughs apologetically.
Ms. Carter works across Kraft-owned Mondelez International’s biggest territory, Europe, which covers 33 markets. Last year the U.K. success of her Cadbury Creme Egg digital campaign, made up of a series of one-off posts that created a narrative thread, brought about a shift in the confectionery giant’s social media strategy.
The Creme Egg results showed that a combination of paid and viral content on Facebook drove the same purchase consideration — 20% uplift — as TV, but with a third of the investment. As a result, the new “storytelling at scale” strategy was born.
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