Mondelez India's ‘Empathy At Scale’ Strategy Supported By Dynamic Audio Ads On JioSaavn

Objective: Engage with Listeners Through Personalization

Mondelez India was looking for an innovative idea to engage with listeners in a human way while adding value for both consumers and Cadbury Fuse. The campaign aimed to maintain Cadbury Fuse’s unconventional and instinctive persona while adopting a personalization at scale approach.

To help bring this idea to life, Mondelez India partnered with JioSaavn, Wavemaker, and Ogilvy to make sure Cadbury Fuse was the brand on every consumer’s mind as the hunger savior.

Strategy: Combine Data, Technology, and Innovation For Dynamic Audio Narratives

With personalization at scale being the core objective at hand, JioSaavn along with Wavemaker and Ogilvy devised an innovative approach for Mondelez India. Conceptualized by Wavemaker, we fused the power of data, technology, and innovation to enable the brand to reach millions of listeners in the most relevant and hyper-personalized way known as Dynamic Audio. True to this core thought, the Cadbury Fuse identity was creatively brought alive in sound by Ogilvy, who developed a distinct sonic identity — reflective of the unconventional, instinctive persona of the brand.

Dynamic Audio is unique since it combines digital audio’s immersive and intimate nature to deliver messages that truly resonate with listeners. Through Dynamic Audio, over 500 contextual audio ad narratives were created. This enabled Mondelez India to combine various streaming variables such as genre and time to deliver audio narratives that are highly contextual to a listener’s earbud moment.

For Cadbury Fuse, each listener heard a personalized ad that catered to their city, time of the day, day of the week, and the genre they were streaming. . Through the technological benefits of programmatic audio, the dynamic audio creations were triggered real-time.

To boost engagement, the campaign leveraged JioSaavn’s flagship Native Audio Spot. The Native Audio Spot enabled the brand to engage one-on-one with listeners through a combination of audio and display impressions. So, Cadbury Fuse owned multiple clickable banners for 15 minutes throughout the JioSaavn app.

Impact: Personalization Results At Scale!

The campaign was an instant hit among listeners. The campaign successfully delivered on the 2-fold objective of Innovation and Engagement.

Key Campaign Highlights:

0.75MM+ Audio Ads Delivered

0.6MM+ Campaign Reach

8.9MM+ Companion Display Impressions

3% CTR (higher than platform average)

The Nielsen Digital Ad Effectiveness Study also attested to the great campaign performance -

21% increase in purchase intent for Cadbury Fuse

63% of listeners found the ad relevant to them

7 in 10 correctly recalled the ad on JioSaavn

4 in 7 correctly associated the ad to Cadbury Fuse

Together with Wavemaker and Ogilvy, we fused the gap between content and personalization to deliver a massive success.

Hungry for more? Write to us at advertising@jiosaavn.com to know how to collaborate on a successful campaign with JioSaavn.