An internal Mondelez measurement system called Voltage is used to gauge the creative success of advertising creative to look at impact, engagement and distinctiveness to monitor performance. The scores are then applied against an internal benchmark alongside the monitoring of media-based metrics as well, she continued.
“Garage” was the highest-scoring installment of the campaign so far.
“Product is integral to the story,” said McCarthy.
“We don’t use the more obvious branding techniques such as explicitly naming the product, showing the product, consumption, cutaways-which are very valid technically-but that’s not the way we reconstruct the story. As we do all the work, we’re continuously looking at ensuring we get the right levels of branding while keeping the authenticity of the story. It’s a constant conversation, and we are always optimizing for that,” he continued.
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