Mondelez International, operating in the food processing industry and raking in more than $35 billion in annual sales, recently signed a contract that “put Facebook at ‘the core of our media investment plans’.”
The snack food powerhouse deals with major international brands like Oreo, Nabisco, and Cadbury among others. As these brands prepare to reallocate their media budgets to mobile/digital platforms, Mondelez is choosing to partner with Facebook because of the platforms success at driving business growth and consumer engagement.
Part of the contract is attributed to a strategic approach aimed at “understanding the ‘consumer journey’ and the ‘media touchpoints that can connect with that consumer.” Considering Facebook’s usefulness in measuring user analytics, the social platform will be a solid tool for keeping track of these trends.
The company’s push towards social media also ties in Twitter and an “Oreo Trending Vending Machine” that allows users to create their own Oreo flavors based on hash tag trends. Followers can keep track of the conversation using #eatthetweet.
Though this article does not identify how much or how long the contract has been signed for, it does mention that Mondelez is increasing “its North American mobile and digital spending from about a quarter of its media budget to more than half of all spending by 2016.” The contract is a clear indicator of how social media is impacting the marketing game. Though Facebook ads may not be effective in growing customer base, an active and amusing profile keeps the audience engaged and interested, in tune with product updates, and can be used to measure user analytics.
Finally, as part of the contract Mondelez announced “a joint commitment to innovation, opportunities to opt into Facebook’s beta-testing programs, access to research and capability-building through immersion days in priority markets.”