Case study
Mondelez and VML Luxembourg use insights from AMC to reach more customers
Goals
- Reach more shoppers by addressing every stage of the customer journey
- Boost click-through rates and new-to-brand sales
Approach
- Analysed the path-to-purchase using Amazon Marketing Cloud
- Optimised different combinations of ad types
- Identified the best times to reach customers to optimise budget allocation
Results
- 54% higher click-through rate using Sponsored Brands
- 92% click-through rate achieved using Amazon DSP
Mondelez International (Mondelez) is one of the largest snack companies in the world. Their branch in France wanted to reach more shoppers with a full-funnel marketing approach that addressed every stage of the customer journey.
To do so, they wanted to analyse their audience and their customers’ shopping patterns in depth to find the most effective strategy. Mondelez engaged Amazon advertising partner VML Luxembourg (formerly Wunderman Thompson Commerce), a creative growth consultancy company that offers advertising expertise to proactive brands. VML Luxembourg used Amazon Marketing Cloud (AMC) to help Mondelez analyse insights from their Q4 2022 advertising performance and enhance their campaigns in 2023.
Improving performance through insight-driven analysis
The companies discovered that Amazon DSP was a key driver for reaching new customers. Through path-to-purchase analysis in AMC, they found that not only were new-to-brand sales highest when Amazon DSP was part of the path, but 60% of the total reach came from customer journeys starting with Amazon DSP.1 They also found that most sales resulted from customers clicking on Mondelez ads after searching generic keywords. With these insights, Mondelez learned to invest more in the awareness and consideration stages of the customer journey and in generic search terms.
Next, they studied the impact of Mondelez’s ad types in AMC. They found that running a combination of sponsored ads types drove sales, especially when Amazon DSP was part of the mix. In addition, their research revealed that custom images, as opposed to ads that were automatically generated by Amazon, resulted in higher click-through rates (CTRs). They also identified the optimal frequency cap per customer, best conversion rates and the best times to reach their audience. This valuable information helped Mondelez better allocate their budget to focus on the most effective strategies.
The team at VML Luxembourg made a proactive, detailed and considered proposal that we fully bought into. The campaign drove significant sales growth and enhanced our understanding of the optimal media mix because of the use of AMC. These findings are informing our plans across Europe in 2023.
— Richard Houseago, International E-commerce Customer Manager, Mondelez EU
Boosting 2023 sales with eye-catching ads
Mondelez used the insights gained from AMC to develop their Easter 2023 campaign. To make the biggest impact, they prioritised a combination of pay-per-click ads alongside Amazon DSP, using eye-catching custom images developed by VML Luxembourg in house based on their experience and Amazon best practices. As a result, they boosted sales and expanded their reach to new audiences. In fact, their campaign enhancements earned Mondelez a 54% higher CTR using Sponsored Brands.2 At the same time, they achieved a 92% CTR on Amazon DSP.3
Moving forward, Mondelez and VML Luxembourg plan to continue using AMC to maximise campaign efficiency, measure the impact of Amazon Ads products and better understand the customer journey. VML Luxembourg plans to explore more use cases for AMC to help Mondelez and other clients find greater success using Amazon Ads.
Mondelez International France has been one of the most innovative thinking brands that we have worked with. Their constant dedication to growth challenges the boundaries of our thinking at VML Luxembourg to strive for providing cutting-edge marketing and measurement using the products offered by Amazon Ads.
— Christos Markou, Senior Programmatic Manager, VML Luxembourg
1-3 VML Luxembourg, FR, 2023