How Nilla Wafers optimised its Facebook advertising

Stephen Whiteside

This event report outlines how Nilla Wafers, a brand owned by Mondelez International, worked with Facebook on an innovative creative-optimisation program – and boosted sales as a result.

How Nilla Wafers optimised its Facebook advertising

Stephen WhitesideWarc

Nilla Wafers are not the top priority within Mondelez International’s lavish brand portfolio. Superstar products like Oreo cookies, Cadbury chocolate and Trident gum tend to dominate the conversation for the global marketer.

Bonin Bough – Mondelez International’s chief media/ecommerce officer – thus described Nilla as an “entrepreneurial brand”. “Which basically means,” he told delegates at Advertising Week 2015 in New York, “you have no money. So good luck – be entrepreneurial.”

The demand for low-cost inspiration, he added, led the wafer line into an experimental creative-optimisation program...

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