Storytelling drives brand metrics for Mondelez, Dentsu Aegis Network’s global digital director says
“There’s pressure on [Mondelez's] brands to be relevant to consumers, but we want them to do that every week of the year not just when there’s a Super Bowl moment”, says Jerry Daykin, global digital director for Mondelez at Carat/Dentsu Aegis Network.
He is not a fan of using social for off-the-cuff campaigns, stating: “Sitting in a news room and waiting for a brand relevant event to occur isn’t a great strategy from my perspective, especially when you can just guarantee that relevance on a day to day basis with relevant media targeting.”
Daykin, who is a judge at the Social Buzz Awards in association with iomart for the second year, has moved from working from client side to agency, but believes that things have ‘hardly changed’ for him.
“Working client side at Mondelez I was always something of an internal consultant, and digital is already run out of their media team,” he explains.
“I’ve moved to Carat/Dentsu but I still work on their business so in many ways things have hardly changed at all, although I have a broader and more strategic remit here. Some people do think my obsession with paid media comes from shifting to an agency, but truthfully it comes from seeing time and time again that low reach is a limiting factor to any social campaign’s true success.”
Discussing the best channels for Mondelez, Daykin says “there’s no platform that can touch Facebook for sheer reach and scale and so it’s hard to see why a big brand wouldn’t focus first on that”.
However, he reveals that Twitter has ‘great results’ when targeted alongside TV.
“The Mondelez business has a really strong focus on ‘Storytelling’ and from that perspective video content, in particular through YouTube, is delivering strongly on driving brand metrics. You have to be wary of case studies for platforms which show incredible results in the US but simply don’t have the same penetration on this side of the pond.”
Having been a judge for the Social Buzz Awards before, Daykin knows all about case studies and results.
“There was actually a really interesting debate amongst the judges last year about what good looks like: is it really deep engagement & conversation, or should we celebrate campaigns which have layered in paid media and driven huge reach and results. I’m interested to see how that conversation’s moved on - I love the one to one nature of social media but I’m keen to see more brands actually embrace it at a scale which can move their business.”
Added to this, he also discussed what he will be looking for this year: “I want to see brilliant creative and innovation but that has to be layered on top of really strong insights, objectives, meaningful scale and measurable results. If you haven’t got that basic ground work how can expect your case to hold up?”
The deadline for the Social Buzz Awards is 13 August.
Content created with:
Dentsu
Dentsu Inc. is a Japanese international advertising and public relations joint stock company headquartered in Tokyo. Dentsu is currently the largest advertising...
Find out more
Carat
Find out more