Mondelez, the food firm behind Cadbury Dairy Milk, has become the “first firm in Pakistan” to use a combination of Google’s Display & Video 360 (DV 360) and Oracle Bluekai to launch a campaign. The campaign was executed by Brainchild Communications.
In a statement, Brainchild said the tools were used for Mondelez’s “Teachers Ko Salaam” campaign, which encouraged students to leave heartfelt messages for their teachers on the Cadbury Generosity website and order a personalised Cadbury Dairy Milk gift box for them, while also paying tribute to them for “ensuring that life goes on” during the Covid-19 pandemic.
According to the statement, 15% of the engaged audience clicked through to the landing page as a result of BrainChild’s data-driven targeting methodology.
“To reach high-affinity student data sets, the Brainchild team used a second-party database — a first for any advertiser or agency in Pakistan — to provide an audience with high-affinity student data sets, delivering highly relevant audiences. Using DV 360 for all programmatic display buying, the Brainchild team was able to analyse, adjust, and pivot the overall process.”
Saadi Ghouse, Associate Business Director at Brainchild, explained how the agency combined first-party data from the Cadbury Generosity website with second-party data from Hamariweb and Urdupoint, as well as DV 360 and Facebook pixels gathered, to create the campaign.
“The data was then transmitted to Oracle Bluekai for integration before being returned to both DV 360 and Facebook as media channels,” he explained.
“By enlisting the help of Brainchild’s programmatic team, Mondelez becomes the first firm in Pakistan to experiment with a mix of DV 360 and Oracle Bluekai in order to combine the strength of programmatic advertising buying with the precision of a data management platform,” according to the release.
“It is wonderful to see Mondelez Pakistan employ a mix of first-party and second-party data to produce a campaign that is relevant and meaningful in the current times,” said Farhan Qureshi, Google’s Country Director for the South Asian Frontier.
“As we move towards a more privacy-first advertising ecosystem, first-party data coupled with automation and ML will play a critical role in ensuring that advertisers can focus on privacy while continuing to deliver on business results,” he added.