Case Study: Mondelez

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ANOTHER BRAND DRIVING SALES WITH CREATOR PARTNERSHIPS AND COMMERCE FITSCORE™

Client

Mondelez

Industry

Packaged Foods

Our Role

Creator Marketing, Video and Rich Media Ad Units served on Walmart DSP

Goal

In a competitive bid, we utilized our Fitscore™ technology to prove we could find creators who would drive a higher sales impact by focusing on Commerce Fitscore™ vs casting creators based on previous campaign experience.

Tactics

Inmar evaluated creators used by a competitor for Mondelez utilizing Commerce Fitscore™, to connect powerful retailer transaction data with social user profiles to predict which creators will drive the most sales impact on their brands. We found one creator, used historically several times, was showing a Commerce Fitscore™ of just 18%. Whereas, they could have been using an alternate match we found with a 90% fit. 

Creator A had a low Commerce Fitscore™ for Triscuit, signaling a misalignment in content resonance against Mondelez portfolio snack content.
Creator B had a high Commerce Fitscore™ for Oreo, ensuring a strong match for Mondelez portfolio snack content.

Alongside our highest Commerce Fitscore™ matched creators, we also leveraged 1P data coupled with social listening data to inform the content strategy, focusing on trends relative to bite-sized and easily shareable superbowl appetizers. Creator content was integrated with video and rich media ad units and served on the Walmart DSP focusing on increasing purchase frequency amongst current buyers and driving trial of a new item.

Results

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