Automated Creative deliver big results for Mondelēz and Tang on Facebook and Instagram

We loved working with Mondelēz International to build brand awareness of Tang’s orange juice in the Philippines, by inspiring mums to have heartfelt conversations with their children at lunchtime. Our Facebook and Instagram ads were a hit with Meta, showing how combining social listening with marketing campaigns boosted brand metrics.

Working with Mondelēz International in the Philippines, we sought to use our proprietary tools and technology to help Tang ads remove the guesswork from their creative approach. Instead, we created Meta campaigns (on Facebook and Instagram) that reflected what mattered the most to the brand’s target audience.

The brief was to inspire mothers to have heartfelt conversations with their children over a glass of Tang orange juice at lunchtime. This drew on the brand’s wish to position themselves as a healthier alternative to soft drinks, while also targeting a very specific audience.

To understand the key conversations on social media around what matters to mothers, we conducted social listening helping us understand key themes and habits around lunchtime. We found out the chief concerns of parents and the types of ads that elicited a reaction in our target audience.

Thanks to our ability to create hundreds of ads, Mondelēz ran two campaigns - one with business-as-usual content, and one optimised weekly with feedback from social listening. The latter, dynamic campaign avoided content fatigue and adapted in real time to how consumers were reacting to the ads.

The results showed a whopping 24% improvement on the BAU campaign. We talked about it in detail in our case study here, but we’re also excited that Meta have listed our work, including their own data on how our ads performed, here.

Data-driven optimisation led to a 4.7-point lift in ad recall among the 25- to 34-year old mums that were our target audience, as well as to an amazing 2% growth in market share for Tang in the cold refreshing beverages category (by comparison to 2019).

 
Automated Creative