Mondelez concludes Google Ads, Oracle Bluekai pilot campaign in Pakistan

Source Media4growth May 26 2021

Communication & media agency Brainchild cites that the campaigns resulted in 15% uplift in click-through rate; the campaign was rolled out using a blend of first-party data and second-party data to find an audience with high student affinity data sets.

The COVID-19 pandemic has placed significant demands on teachers, with the move to online education creating new stressors such as connection issues, the challenge of retaining student attention spans online, and increased interaction with parents.

A release from Brainchild, a full-service communication and media agency based in Karachi, states that acknowledging these challenges, Mondelez rolled out the “Teachers Ko Salam” campaign (which translated to “Tribute to Teachers”) across Pakistan to communicate that while the world went into darkness, teachers found a path to ensure life goes on. 

Complimenting the TVC/DVC, Mondelez created an online platform called Cadbury Generosity which allowed students to leave a heartfelt message on the Wall of Fame and send their teachers’ a personalized Cadbury Dairy Milk Gift Box to order.

“While we did our part to create awareness about the role teachers have played in helping parents and students transition seamlessly into a new normal with online learning, we wanted students to also close the loop with kind words and gesture of appreciation,” said Talha Hashim, the manager of media & consumer experience for Pakistan & Egypt at Mondelez Pakistan Limited. “Second-party data relationships with publishers are critical now that marketers face a general shortage of data for audience targeting.”

Using automated tools for robust reporting, Google’s Display & Video 360 (DV 360) offered the programmatic team at Brainchild various opportunities to optimise the campaign. 

"Applying a test and learn model, we used robust descriptive and predictive analytics to make the most of audience data,” said Zunair Sheikh, the programmatic lead at Brainchild. “In the future, we expect to use in-depth emotion scores to develop sophisticated segmentation models. As our work evolves, we will scale omnichannel demands by moving commerce to the cloud and adopting the MACH - microservice, API-first, cloud-native, and headless - stack architectures which introduce new decision points.”

In order to reach high-affinity data sets of students, the team at Brainchild leveraged a 2nd party database - a first for any advertiser or agency in Pakistan - to provide an audience with high student affinity data sets, delivering highly relevant audiences. Using DV 360 for all the programmatic display buying, the team at Brainchild was able to analyse, adjust, and pivot the overall process.