Mondelēz – Cadbury Dairy Milk

Mondelēz - Cadbury Dairy Milk Hazelnut

Realizing full potential of product innovation with location-based call-to-action to initiate purchase moments

Case Study
With Grivy, Cadbury Dairy Milk, a brand by Mondelēz International, was able to capture the rightful excitement for the launch of a new product variant by leveraging the opportunity to target a well-defined set of audiences with relevant communication as defined through A/B testing of creatives and drive traffic to stores for product purchase with the power of location-based call-to-actions. Thus deriving the full potential of product innovation for new net growth.
68>%
New Consumers onboarded with a clear path driving store visits for subsequent product experience.
2>.5x
Uplift in-store visits with branded pins navigating the path to nearby stores demonstrating purchase intent.
2>.1x
Increase in creative effectiveness in onboarding new users recorded with A/B testing based optimizations.
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 the 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 – Cadbury Dairy Milk
The Goal
Leveraging innovation as the base for expansion
Cadbury Dairy Milk aimed to capture consumers’ intent to purchase the new product variant by engaging them on a path to store visits with a step-by-step approach, taking them to their nearby store, as defined by Grivy user journey. Further, the brand was focused on building its approach to reach the right audience in the right context with the right message which was enhanced and enabled with real-time data collection and activation through the consumer journey, thus unlocking insights to escalate growth with relevant efforts towards the suitable audience.
The Solutions
A beautiful brand experience aligning efforts of product awareness with store promotions to capture purchase intent with location intelligence
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The results
The sweet taste of success with 2.5x uplift in store visits
Cadbury was enabled to optimize efforts with new product innovation with a massive drive to brand consideration and trial with Grivy enabled :
● Well-defined custom audience to facilitate product promotions specific to their location, thus escalating purchase intent sooner and better.
● A/B testing of ad content to answer the crucial question of ‘ what drives the desired connection with consumers’ and maximize the effectiveness of marketing investments.
● Location-based call-to-actions with branded pins on the map facilitating the opportunity to locate, navigate and call stores with the intent of product trial.
● Post-campaign performance metrics across consumer segments to help refine efforts for future targeting and subsequent growth.

Thereby, enabling Cadbury to achieve higher relevance in communicating the right values to the right set of audiences for better conversions, and helping the brand align its actions to achieve immediate targets of onboarding new consumers while building on assets for long-term value creation for the brand.
Mondelēz – Cadbury Dairy Milk
PRODUCTS USED
Attributions
Captivating visuals conveying brand message.
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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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Our experience with Grivy was truly holistic! With the Grivy user journey catalyzing the process to drive consideration with desired actions of store visits, we were enabled to provide our consumers with a convenient brand experience thus deriving their intent to purchase. While onboarding new consumers were achieved successful, enabling the bandwidth to draw a clear picture for a refined approach towards future growth by answering the crucial questions of ‘whom to reach ?’, ‘how to reach them ?’ and ‘where to reach them ?’, ‘when to reach?’ with data was the highlight of our collaboration.
Chrystian Adhiputra
Category Marketing Manager - Chocolate , Mondelēz International

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