Mondewho to Mondewow
Mondelēz International (MDLZ) is the home of many global brands including Oreo, Cadbury, Ritz, and Belvita. Our challenge was to connect the dots between these brands to a career with MDLZ. Unlike other parent brands like Nestle and Pepsico, MDLZ was less known to the consumer, and as a result, not a common destination for talent.
As a result, we devised a social-first solution, a strategy driven by our three key objectives: Brand awareness, web traffic, and social community. Paid media campaigns, gamification of social media content, AR filters, personalised Instagram stickers, and amplification of internal voices allowed us to cut through the noise, resulting in huge success in all three areas
Our initial campaign ran from September 2019 to May 2021, on Instagram we achieved 25,989 new Instagram followers, an increase of 271% from the initial 9,595, and an uptake in engagement and clicks to the career site. This campaign’s success was recognised with 2 industry awards.
Rally Awards 2020 - Best Social Careers Channel
RMA Awards 2021 - Best Use of Social Media
Excerpt from instagram creative.
Without sign-off on a company Tiktok account.
I developed a Tiktok trend-influenced piece that helped early career talent to interview with MDLZ.
AR filter achieving over 6,382 captures.
We also encouraged the use of custom Instagram stickers.
Misc
Having led the creative for MDLZ for four years, there are many pieces I’d like to share, so here are some of my favourites…
Hackathon challenge (UK)
One smart cookie was born when MDLZ requested a video to help uni students sign up to their hackathon challenge.
The idea featured a personified cookie in rubber hose style animation. A classic take for a classic snack.
This fun piece saw me concepting and storyboarding this short animation with a voiceover from a special guest (me). It was a fun piece to lead, and for our motion designer to work on.
Gamification of MDLZ sustainability efforts, linking it back to sustainability careers within the business.
Net Zero goals
To highlight how MDLZ are working towards their Net Zero goals, we were engaged to create a video.
To reflect the sustainability message, I led the creative team producing an animation that resembled paper cut outs, made up of organic shapes.
This was our best performing piece of creative for MDLZ in 2022.
Edge business challenge (South East Asia)
To encourage students to sign up for their Edge business challenge, we were engaged by MDLZ SEA to create social assets to aid their goal.
To cut through the noise I gamified the asset by creating small puzzles, which also served as a screening process for the quality of candidates.
A series of puzzles was launched which worked so well, we were invited to help with the task in the following years.
