A 2013 digital campaign for Cadbury Creme Egg in the U.K. led Mondelez to adopt a "storytelling at scale" social media strategy in Europe, according to Sonia Carter, head of social and digital media for Mondelez Europe. The Facebook campaign used a series of one-off posts to weave a narrative that resulted in a 20% increase in purchase consideration -- the same as TV, but at a third of the cost. "It's not about doing digital for the sake of digital -- it's about really, really affecting business change by talking to millions of people," Carter said.

Related Summaries