Mondelēz
Season of Giving Campaign Sparks Consumer Connection
How an omnichannel strategy and creator partnerships drove holiday engagement.
Solutions
Mondelēz partnered with New Engen to launch the "Season of Giving" campaign, blending creator marketing, digital media, and a $100K donation to Feeding America. By tapping into holiday traditions and purpose-driven engagement, the campaign reached 875K+ consumers, achieved a 99% video completion rate, and delivered strong CTV ROAS.
Immerse
What are the holidays without festive cookies and crackers? The holiday snack market rings in a whopping $8.1B, with cookies and crackers taking up a 29.3% share valued at $3.8B. To break through the noise, Mondelēz needed a unique omnichannel campaign that resonated with holiday shoppers. Mondelēz worked with New Engen to craft a strategy centered around charitable giving, new traditions, and recipe-focused content.
Inspire
The holidays are a treasured time for spreading happiness and new traditions. Mondelēz's "Season of Giving" campaign aimed to tap into this sentiment shared by consumers. New Engen and Mondelēz handpicked influencers to develop inspiring content as part of the 'Mondelēz Snack Squad.' The lineup included past Top Chef contestants, TikTok cake-making stars, and respected chefs, each representing a different snack profile (sweet, spicy, salty, nutty).
Implement
New Engen deployed a multifaceted campaign strategy, leveraging the below tactics to support Mondelēz’s business objectives during the holiday season.
Content by the Snack Squad showcased delicious holiday recipes using Mondelēz products.
A custom brand page and embedded media on Walmart Connect.
Mobile ads made buying featured ingredients a breeze.
Mobile ads made purchasing featured ingredients seamless.
A $50,000 kitchen makeover sweepstakes incentivized engagement.
Offsite digital ads expanded brand awareness beyond paid social efforts, targeting Walmart-verified shoppers with 1st-party data.
Online pickup and delivery enabled consumers to try Mondelēz products.
A $100,000 donation to Feeding America embodied the “Season of Giving” message.
Impact
The “Season of Giving” was the gift that kept on giving. With strategic creator partnerships and a targeted digital ad roll-out, New Engen helped Mondelēz achieve impressive results through Walmart Connect. The campaign reached 875K+ customers, achieved a 99% video completion rate, and drove a strong $5.57 ROAS on CTV, with a Halo CTV ROAS of $4.35.
