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Mondelez drives conversion rates partnering with Australian mobile startups

Mondelez International?s mobile futures initiative involving five of Australia?s biggest and most popular brands saw positive results that will shape the future of mobile marketing Down Under.

The program, which paired Cadbury Dairy Milk, Marvellous Creations and Cadbury Favourites chocolate, Philadelphia cream cheese and belVita biscuits with five startups to accelerate mobile innovations in 90 days, saw customer conversion rates of up to 50 per cent, CMO magazine reported.

?It's an excellent approach to understanding how newer mobile strategies can dramatically improve traditional marketing approaches,? said Sheryl Kingstone, Toronto-based research director with Yankee Group. 

?There is a lot to understand and learn regarding what works for improving mobile engagement. The ultimate goal is to enable marketers to create customized mobile experiences that offer intimate, contextual levels of engagement with segmented mobile app users.?

Conversion rates
The initiative brought together Cadbury Dairy Milk and image recognition app developer, Snaploader; Philadelphia Cream Cheese and digital magazine platform, Issue; belVita and location-based services consultancy, Proximiti; Cadbury Favourites and Wi-Fi hotspot and analytics provider, SkyFii; and Marvellous Creations and gifting app, MyShout.

Sparking interest in candy flavors. 

The pilots triggered customer conversion rates of up to 50 per cent, Mondelez marketing director Anthony Ho said at a results meeting in Melbourne, CMO reported.

Cadbury Dairy Milk?s partnership with image recognition app developer Snaploader sought to spark consumer interest in the candy brand?s flavors across its product lines. An image recognition and augmented reality app was supported by an in-store activation in 20 Woolworths supermarkets in Victoria. 

Offering consumers the chance to ?win your height in chocolate?, consumers were encouraged to download Snaploader and enter the competition by taking a photo of a Cadbury Dairy Milk pack. Once in the app, they could access content including 12 augmented reality features designed to bring each flavour?s personality to life, as well as recipes, CMO reported.

Marvellous Creations teamed up with gifting app MyShout to let consumers shout mobile vouchers for chocolate bars to friends. The vouchers were redeemed via mobile devices. The pilot achieved an overall 11.7 per cent claim rate and above-target clickthroughs, CMO reported. The Marvellous Creations pilot used Facebook to drive awareness of the trial offer. The campaign generated 1,600 app downloads, including 1,100 in the first week, CMO reported.

Cadbury Favourites worked with Wi-Fi hotspot provider SkyFii to remind consumers at the point of purchase about the occasions for which the brand is  appropriate. The campaign included the delivery of a promotion for Favourites Christmas large packs, measuring shopping patterns to identify the right time to connect with consumers, drive them in-store and measure subsequent conversion rates, CMO reported. Initial clickthrough was over 20 per cent, a higher-than-average result for the brand.

BelVita?s partnership with location-based services player Proximiti aimed to drive awareness around the product as a breakfast food. Consumers were geotargeted with specific offers for products in specific locations where they could purchase products. The offers chalked up a clickthrough rate of 32 per cent, while redemption of the sample offer reached 43 per cent, according to CMO.

Behavioral patterns

?Marketers need to use advanced segmentation based on behavioral patterns, trends, location or other mobile app-specific data, and then publish targeted content to these different audience segments,? Ms. Kingstone said. 

Start-ups meet the big brands.

?For example, marketers can combine analytics with targeted content to push different discounts or product recommendations to a specific segment without involving IT or app developers.

?It?s critical to be able to customize elements of the mobile app including design, business logic and core functionality to allow for personalized versions that drive app engagement and brand loyalty,? she said. ?The good news is that brands are testing and learning and best of all: succeeding.?

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.