Mondelez International partners with Facebook on consumer insights and messaging

DEERFIELD, Ill. -- Mondelez International announced Tuesday that it plans to work with Facebook to leverage consumer insights and messaging to create more meaningful mobile-first experiences between people and brands.

"Mobile is the most profound disruption we've ever seen in business," said Bonin Bough, chief media and e-commerce officer at Mondelez International. "Messaging will have an even greater impact on how brands engage with consumers than social media has. Continuing to invest in a large-scale media partnership with Facebook will help us connect our brands with our consumers while fueling growth."

On the consumer insights front, Mondelez International is an early partner using Facebook's newly announced Audience Insights API, a way for brands to better understand and leverage information about their consumers to create meaningful marketing campaigns. Mondelez  International piloted this new platform for its Cadbury brand's latest campaign in the UK. 

"Our Cadbury ‘Taste like Joy Feels' campaign has demonstrated that scaled, personalized, mobile-first advertising creative is incredibly impactful," said Gerry D'Angelo, media director Europe at Mondelez International. "Facebook's Audience Insights API helped us better understand the ways in which our consumers think about chocolate and how those feelings change depending on the day of the week. As a result, we were able to deliver a more meaningful campaign, achieving unprecedented campaign awareness among our audiences."

On messaging, Mondelez International and Facebook will work together to experiment on the Messenger platform, including the newly launched bots for Messenger platform. The objective is to pilot ways for consumers to interact in real-time with Mondelez International brands and consumer services globally through the power of Messenger threads.