How Mondelez used Facebook to sell more Creme Eggs

Joseph Clift

Mondelez International has established itself as a pioneer in the social media space, a status cemented by the celebrated "blackout tweet" sent by the official account for the Oreo cookie brand during the 2013 Super Bowl.

But the company is also leveraging this channel for more enduring – if less attention-grabbing – purposes, as Rob Ellison, a media manager from Mondelez UK & Ireland, was able to show delegates at Impact 2014, an event organised by the Market Research Society and held in London in March 2014.

The challenge

Ellison pointed out that the majority of sales of Cadbury Creme Eggs – a Mondelez-owned confectionery brand – came from one-off purchases rather than repeat buyers. Worse still, these sales have been in “massive” decline in recent years, especially among the key audience of 16–24-year-olds.