Mondelēz International

The objective

Accelerating market penetration with an offline promotional campaign

Cadbury Dairy Milk is a British brand of milk chocolate manufactured by Cadbury, a subsidiary of Mondelēz International. Synonymous with "rich," "creamy," and "delicious," the brand is known for enriching consumers with a flavorful experience, touching their lives with the love of chocolate and the care of milk. Over the years, Cadbury Dairy Milk has embarked on a journey to uplift the "generosity" among consumers around the world, and has proved its success by securing a special place in our hearts.

Cadbury was looking for an opportunity to accelerate their market penetration in Indonesia with a targeted online-to-offline promotional campaign for its Cadbury Dairy Milk Hazelnut variant. Through this campaign, Cadbury Dairy Milk wanted to captivate the attention of new consumers and take them on a joyful ride through a product trial at their nearby stores. With new consumers onboard, the brand further aimed to sustain brand engagement with these high-value customers.

The solution

Tracking consumer interactions across the purchase journey

Cadbury teamed up with TikTok and a TikTok Measurement Marketing Partner, Grivy, to run a full-funnel online-to-offline marketing campaign. By tracking the consumer's interactions across the online-to-offline purchase journey, the data revealed valuable insights into the purchase patterns and motivation of new customers, thus enabling Cadbury to optimize their upper-funnel media efforts and develop an overall growth strategy with retargeting.

Cadbury then executed an online-to-offline promotional campaign that engaged consumers from product awareness to product experience to product purchase at the brand's retail partners, Alfamart and Indomaret. The brand also integrated tracking capabilities at each step of the user journey that enabled Cadbury to assess consumer interactions and optimize the campaign in real-time.

The results

Enabling optimization of the campaign from upper to lower funnels

With this campaign, Cadbury was able to consolidate its marketing efforts from the upper funnel to the lower funnel with real-time data insights that enabled optimization at each stage.

This also helped Cadbury accelerate recruitment and maximize marketing returns. With the help of Grivy, Cadbury was able to see the entire purchase journey, from the first brand interaction to the final store transactions, while simultaneously enriching its targeted database on TikTok (crucial to future retargeting and growth strategies).