Mondelez struck a deal with Google which will include content pilots on YouTube. Much of the deal will be focused on low cost video marketing.
I'm not sure if this will work. What will it mean? Will Mondelez simply create additional ads that will pop up when I am trying to watch a YouTube cat video? Will they make clips that are not necessarily advertising focused but feature Mondelez products?
Mondelez has been pretty innovative and successful thus far with some of their social media campaigns. One campaign in particular that worked very well was the Oreo Daily Twist campaign, in which they created content based on daily news items. This was a really successful strategy; however, I wonder how much these types of campaigns matter for Mondelez products as many of them are quite established and it would take a great deal of additional consumption to move the needle. While cool content is fun and intriguing, what is the end goal? It seems like it should be additional sales. I do not know how this deal with Google will necessarily sell more Mondelez products.
Source: AdAge
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