This document discusses Mondelez's experiments with digital innovation and acceleration from 2012-2018. It provides examples of digital campaigns for Oreo, Lacta, and Tang brands that increased engagement and sales. Results showed strong player engagement, traffic to product aisles increased 4x, and brand messaging goals were met or exceeded. The document also notes Mondelez's shifting media mix, with digital growing from 14% in 2014 to a forecasted 40% in 2018. Personalization is highlighted as a way to significantly increase marketing ROI and lift sales by 10% or more.

1. @ MONDELĒZ
DIGITAL
INNOVATION
INGREDIENTS

2. INGREDIENTS?
MAGIC FORMULA?

3. ONE WAY?

4. THE FISH TANK

5. WHILE DOING, YOU HAVE TO BE WILLING TO FAIL
LEARN BY DOING
SUCCESS
FAILURE
MONDELĒZ WAY

6. 2012 OUR 1ST BIG EXPERIMENT

8. TIME TO GO BACK
2015

9. 3.0
ADAPTING

11. Oreo Brand Trivia in New Game
Trivia Crack Kingdoms
Brand content that increases
Engagement with Gamification Awards
Lacta Mobile In-Store Experience
Geotargeting + Photo Scanning to
increase category ”See”
Tang value proposition via online video
Using new Facebook Slideshow for Feature Phones
Key tech for emerging markets – low wi fi quality
Some examples of Digital Accelerator Beta Cases
Beta Results
• Strong engagement :
• 230K players
• Reach of 42% of monthly
average players
• High Engagement over 10 x
time vs average tvc
Beta Results
• Increased traffic to chocolate aisle
• 4 x Increased Category ”See”
Beta Results
• Brand Ad recall +15pp
• Message Association +8pp
• TOM Tang +5pp, Del Valle -4pp, Coke -1pp

12. 55%
48%
2%
1%
37% 49%
3%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2017 2018
Media Mix Biscuits 2017 vs 2018
RAD
PRINT
OOH
DIGI
PTV
OTV
48%
45%
11%
5%
14% 40%
18%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2018
Media Mix Total MDLZ 2014 vs 2018
2014 DIGITAL @14%
2018 DIGITAL
FORECASTED @40%
DIGITAL EVOLUTION LATAM

13. P@S
‘We know that personalization can deliver five to eight times the ROI on
marketing spend, and can lift sales by 10% or more’
Personalizing at scale, McKinsey & Company