Leading global snack company Mondelēz International ran video ads in Instagram Stories and Facebook News Feed to reach more potential cookie customers, resulting in a whopping 32-point lift in ad recall.
Mondelēz International—headquartered in Deerfield, Illinois—makes a wide variety of cookies, crackers, gum and candy, including the classic cookie, Nilla Wafers. Created in 1967, Nilla Wafers are thin, fluffy wafer cookies.
lift in ad recall
Mondelēz International wanted to run a digital ad campaign to efficiently reach US snack shoppers and increase brand awareness. It had run a successful ad campaign on Facebook in 2013, so in early 2018, the snack maker turned to Facebook and Instagram to keep the momentum going.
To promote Nilla Wafer’s 50th anniversary and the release of its new lemon-flavored Nilla Wafers, Mondelēz International—together with Facebook Marketing Partner VidMob—designed a new Instagram and Facebook video ad campaign.
The snack company decided to run the ads via automatic placements—which automatically showed the ads to people either on Instagram or Facebook, based on which platform was likely to deliver a better result. This included ads in Instagram Stories: these full-screen ads grab attention and strongly resonate with people who view them on mobile devices. Nilla Wafers served the ads to US women aged 18–54.
The vertical ads in Instagram Stories were created specifically for the campaign to be mobile-first. The video creative featured a joyful celebratory theme and showed a box of Nilla Wafers straining to contain the new cookies and then exploding, with cookies and confetti flying through the air. Messaging included: “Don’t miss out on tasting our new Nilla Lemon Flavor as we celebrate 50 years! Here’s to another year of deliciousness!” Each ad also had a Shop Now call-to-action button that linked through to the product website, where people could learn more or purchase.
This campaign successfully demonstrated how a small brand like Nilla Wafers can reach a wide audience on Instagram and Facebook—and stay relevant, even in an extremely competitive industry category. Mondelēz International determined the results of the March 15–31, 2018 campaign using a Facebook brand lift study, which revealed:
32-point lift in ad recall
11.9 million people reached