Mondelēz International and Facebook Hope to Fuel Candy Cravings Through Social Video

Mondelēz International has teamed up with Facebook to create new video content geared toward promoting sweets through social.

Under the one-year agreement, a full-time Facebook creative strategist will work closely with Mondelēz International marketers and its agencies to develop native video content to optimize social engagement. Meanwhile, Facebook will also be responsible for developing playbooks, webinars and eLearning modules for a variety of Mondelēz International brands. The partnership will give Mondelēz International access to beta-testing programs on Facebook and Instagram.

“Both mobile and video are key priorities for us as we’re looking to shift more of our spending to digital,” a Mondelēz International spokesperson tells ClickZ. “In 2014, digital represented 18 percent of our global media budgets, compared to 13 percent in 2013. And this will be increased to 25 percent in 2015. In two years, we will nearly have doubled our allocation to digital.”

In terms of mobile commerce, Mondelēz International will team up with Facebook to experiment with innovative technologies in order to drive impulse purchases. The conglomerate will test these ideas with its brands across key markets, including the U.K., the U.S., Australia and India.

Mondelēz International didn’t disclose what those mobile commerce solutions could be, but indicated that they would go beyond Facebook’s Buy Button, an e-commerce approach the company already tested last month through its partnership with technology firm ChannelSight.

The snack powerhouse has been making a big push in mobile and video. Earlier this month, Mondelēz International initiated a digital marketing program called Shopper Futures to work with select tech startups, a program that also focuses heavily on mobile and video.

“Shopper Futures aims at developing the technology and mobile solutions to solve pressing retail challenges, so video and mobile are key aspects of that program too,” the company says.

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