Interactive Soccer Ads Boost Mondelez Awareness 220 Percent
In May, Mondelez announced plans to turn all of its digital and social ads into e-commerce-enabled ads. The first multibrand U.S. campaign to come out of that investment was a Women's World Cup ad for Chips Ahoy cookies, Trident gum and Ritz Crackers with video vendor Innovid.
Between June and July, Mondelez's promos got a 220 percent boost in awareness, and engagement went up 88 percent, according to Adweek.
Mondelez told Adweek the interactive portion of the ad got people to spend 66 extra seconds with the campaign.
"For the first time, we were leveraging paid media to dial up our own earned media beyond the 15-second video," said Stephen Chriss, senior director of U.S. consumer engagement and marketing services at Mondelez.
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