How online surveys enhance Mondelez marketing

Geoffrey Precourt

This event report outlines how Mondelez International, the snacks group, has leveraged Google Surveys to gain deep insights into its audience and marketing performance.

How online surveys enhance Mondelez marketing

Geoffrey PrecourtWarc

"Our marketing is really based on this idea of being fearless," Sheera Hopkins, Manager/Media and Content at Mondelez International, told a mid-day audience at the Association of National Advertisers' (ANA) 2016 Masters of Measurement Conference.

"It's somewhat self-explanatory, but it's really about pushing the boundaries for what a market is with fresh thinking."

And, for Mondelez, Hopkins continued, "fearless" means "breaking through to consumers and to grab attention" – a strategy pursued on behalf of brands like Honey Maid graham crackers, Stride gum and many smaller...

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