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How “Storytelling at Scale” Works for Mondelēz Across Europe

Mondelēz International is finding success in social media by providing branded content that flows seamlessly through people’s online lives—rather than blowing up feeds with unwanted marketing messages—a strategy they’re calling “storytelling at scale.”

The method grew from the huge success of a 2013 Cadbury Crème Egg social media campaign in the UK, when Mondelēz’s head of social and digital media Sonia Carter found that creating a viral narrative thread of paid Facebook content drove the same purchase consideration as television advertising, but at a third of the price. The success inspired Mondelēz to strike a deal with Facebook to increase media value, creative support and innovation opportunities.

Read more about Mondelēz’s digital and social media storytelling at Advertising Age.




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