Mondelēz International – Cadbury Dairy Milk

Mondelēz International - Cadbury Dairy Milk

Driving meaningful brand recruitments with Grivy omnichannel promotional campaign unlocking a seamless brand experience

Case study
Cadbury Dairy Milk was able to efficiently recruit consumers to the brand with a promotional campaign strategically designed and executed by Grivy. With the ability to reach consumers with compelling triggers through mobile-first location-based messaging and in-store QR wobblers, the brand targeted consumers’ micro-moments of desire, onboarding them on a seamless journey to power their impulse to purchase at mini-market chains nearest to them, thus leaving consumers happy with a brand experience to remember !
95>%
Consumer showcased willingness to share identifiable data sets enriching the brand’s first-party data sets owing to the right balance struck in value exchange
38>%
Conversion recorded with click to conversion owing to Grivy user journey integrating path-to-purchase tracking ability.
76>%
New brand trialists recruited with the Grivy campaign reaching consumers across online & offline and onboarding them on a seamless path-to-purchase.
The story
Enriching experience of delicacy !
Cadbury Dairy Milk, a brand synonymous with ‘rich’, ‘creamy’ and ‘delicious’, is known to enrich consumers with a flavorful experience, touching their lives with love of chocolate and the care of milk. The brand has over the years embarked on a journey to uplift the ‘happiness quotient’ among consumers around the world with products for all age groups and across genders and proved its success by securing a special place of love in our hearts.
Mondelēz International – Cadbury Dairy Milk
The goal
Drive meaningful brand recruitments by unleashing superior brand experience !
CDM, a brand by Mondelēz, collaborated with Grivy with an aspiration to recruit brand trialist who would keep coming back for more owing to a delightful brand experience endorsing positive brand image. With a promotional campaign powered by locational intelligence and equipped to collect first-party data on participants, the brand was able to reach the relevant consumers with the right offer at the right moment to tap into consumers’ desire for a sweet retreat and take them on a swift, attributable journey to purchase at mini-market chains, with the further ability to nurture them with future efforts.
The solution
A ride to the delightful treat of CDM at mini-market chains nearest to consumers !
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The result
38% consumers with sweet conviction to try !
Cadbury Dairy Milk was enabled to activate the right strategy to drive recruitments at scale and in a manner that counts with Grivy features of:
● Offline & Online triggered user journey unlocking the unique ability to reach consumers mobile-first as well as at points-of-purchase intriguing their interest with brand offering and taking them on journey to product purchase in partnership with Alfamart.
● Location based call-to-action to drive footfall to nearest stores to consumers for subsequent purchases.
● Tracking capabilities integrated at each step of the Grivy user journey enabling to assess consumer interactions to optimize the campaign in real-time and drive maximized purchase intent.
● Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future effort.
● The total brand equity study revealing consumers’ perception of brand and the impact of campaign on their booming affinity.

Thus with this campaign the brand was enabled the opportunity to build for itself a pathway from recruitment retention with Grivy powered campaign recruiting consumers, acquiring their first-party data and presenting insights on consumer sentiment to drive relevance in future efforts.
Mondelēz International – Cadbury Dairy Milk
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Authentication
First-party consumer data collection and activation.
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Survey
Total Brand Equity Study to unleash consumer insights useful to brand.
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Advocacy
Share and referrals to drive earned media exposure.
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The highlight of our collaboration with Grivy was ability to strengthen our brand’s image with the seamlessness of campaign experience and the power to attract consumers at scale for product trials. With Grivy’s data acquisition ability we are always in for a ride to meaningful revelations that drive our future efforts in the right direction !
Shamira Azzahra
Brand Manager Cadbury, Mondelez Indonesia

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