Mondelez Renews Global Facebook Partnership, With Focus on Video, E-Commerce
Mondelez International has renewed its global partnership with Facebook, originally signed in March 2014.
Like the first contract, this one spans 52 countries and allows Mondelez to opt into beta-testing programs on Facebook and Instagram.
In this new phase, Mondelez said, the companies will be focusing on the fastest-growing consumer behaviors — video consumption and mobile commerce — working together to create and deliver video content to drive impulse snack purchases.
Mondelez and its agencies will work with a dedicated, full-time Facebook creative strategist to develop native, scalable video content for the platform that can optimize social engagement. The partnership, brokered through Dentsu Aegis Media, also calls for Facebook to develop playbooks, Webinars and e-learning modules that create a unified approach to developing content for the platform across Mondelez brands. The global snack and candy maker was unambiguous about its goals: To make Facebook its largest digital storefront and to position Mondelez as an e-commerce leader, with particular focus on driving online sales for its “power brands” in key markets including the U.S., U.K., India and Australia.
“The partnership with Facebook is a core element of our fearless marketing vision which aims at accelerating growth through transformational marketing,” said Dana Anderson, SVP and CMO at Mondelez, in the deal announcement. “Investing in large-scale media partnerships enables us to connect our brands with consumers in new creative ways.”
“Facebook is the number one player in mobile, and its ability to reach Millennial consumers, our primary target audience, is what makes our partnership so invaluable,” added Cindy Chen, Mondelez’s global head of e-commerce. “Used by consumers and distributors alike, Facebook is the ideal channel for cracking the code on how to ‘sell a cookie online,’ creating a true social digital commerce model with the potential to become our largest digital storefront.”
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