Mondelēz International – Cadbury Dairy Milk

Mondelēz International - Cadbury Dairy Milk

Leveraging store promotions to drive attributable store visits with Grivy user journey

Case study
Cadbury Dairy Milk, a brand by Mondelēz International, was supported to drive intent and increment sales by tapping consumer impulse to purchase, owing to the lower funnel activation campaign by Grivy laying the path to nearby store visits with location-based call-to-action. In partnership with Publicis Media - Spark Foundry and upper funnel media support from Facebook, Grivy enabled the translation of upper funnel interest to lower funnel intent, thus driving high return on marketing spend.
4>.1x
Improvement in conversions per dollar spent with Grivy user journey translating upper funnel interest to purchase intent.
1>.9x
Return on marketing spend recorded with click-to-conversion owing to Grivy user journey integrating path-to-purchase tracking ability.
2>.1x
Increased in-store visits with location-based call-to-action binding the path to the store through the Grivy user journey.
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
Boost traditional retail strategy to tap impulse and track intent with Grivy
With an objective to drive sales by leveraging the in-store trade promotions at traditional retail stores and subsequently to analyze the impact of online engagement on offline sales, Cadbury Dairy Milk, by Mondelēz International, collaborated with Grivy to activate consumers for purchase through a lower-funnel campaign simultaneously with their upper funnel awareness drive in collaboration with Facebook.
The solution
A compelling call to take the meaningful action of store visit tracking to analyze consumers’ path-to-purchase
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The result
1.9x uplift in returns of marketing spent !
Cadbury Dairy Milk was enabled to activate the right strategy to drive maximized store visits and accelerate sales with Grivy features of:
● Mobile-first messaging successfully capturing consumers’ interest at micro-moments of purchase decision to initiate impulse and accelerate intent.
● Location-based call-to-action to drive footfall to the nearest stores to consumers for subsequent purchases.
● Tracking capabilities across consumer journeys from click-to-store visits to map, analyze and leverage the impact of upper funnel media efforts on store conversions including store searches, calls to store, and navigation to store.
Thus helping the brand with a conversion-driven decision-making system to articulate a relevant strategy to allocate resources in recruiting consumers at an accelerated pace.
Mondelēz International – Cadbury Dairy Milk
PRODUCTS USED
Attributions
Digital-first coupons to redeem products in the offline store.
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Authentication
First-party consumer data collection and activation.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Visualizing the consumer truth from point-of-interest to point-of-sales is a challenge, especially with traditional retail restricting integration of tracking abilities for end-of-funnel activities. However, our collaboration with Grivy was the right answer to our problem. We were enabled to seamlessly connect consumer touch points from click to conversion and decipher the entire story that drives our growth strategy.
Trinh Thi Hoa, Anh
Brand Manager

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