B Bonin Bough - Storytelling at Scale - DMEXCO
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Storytelling at Scale How brands become personal on digital B. Bonin Bough Vice President, Global Media & Consumer Engagement, Mondeléz International Carolyn Everson Vice President, Global Marketing Solutions, Facebook
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Transcript of B Bonin Bough - Storytelling at Scale - DMEXCO
Storytelling at ScaleHow brands become personal on digital
B. Bonin Bough
Vice President, Global Media & Consumer Engagement, Mondeléz International
Carolyn Everson
Vice President, Global Marketing Solutions, Facebook
Connectivity
Personalization
Storytelling
Connectivity
Personalization
Storytelling
Then Now
There are 7 Billion people on earth
5.1 Billionown a cell phone
4.2 Billionown a toothbrush
38YEAR
S
13YEAR
S
4YEAR
S
2YEAR
S
50MILLIONCONSUMERS
Media crossover in terms of time spent
Source: eMarketer, US , April 20141950 1960 2000 2010
RadioTelevision
DigitalMobile 2h 51m
4h 31m
5h 46m
7Bpeople in
the world
1/3connected to
the internet
Awarenes
s
Cost
To make the world more open and connected
1.32Bpeople
monthly
829Mpeople
daily
654Mpeople daily on
mobile
1.07B people monthly
on mobile
200Mpeople monthly
on Instagram
Global
Source: Facebook internal data June 2014
292Mpeople
daily
206Mpeople daily on
mobile
Source: Facebook internal data June 2014
Europe
20Mpeople
daily
16Mpeople daily on
mobile
Source: Facebook internal data June 2014
Germany
Connectivity
Personalization
Storytelling
>50Mmillennials in
Brazil1
>10Mwomen,
age 18–44 in
the UK
Sources: Based on Facebook internal data, June 2014, 1. Millennials defined as age 18–34, 2. Based on sampled data pulled September 9th, 2014
26Mpeople in
Germany
42Mheavy buyers of
snack foods in
the US2
24Mheavy buyers of
chocolate candy
in the US2
People, not pixels
Every day. Everywhere.
Connectivity
Personalization
Storytelling
Creating an new appetite for an old favorite
Nilla Wafers Success Story
return on
ad spend
households
reached
increase in sales of
exposed audience
5X 11.3M9%
Great creative on Mobile is simply great creative
Increasing awarenessOreo Mini Success Story
>26M
people reached
81%
in mobile
News Feed
229M
impressions
delivered
Reaching teens and young adultsCadbury Creme Egg Success Story
4X
uplift in purchase intent
through Facebook + TV
vs. TV alone
21%15M
people
reached
unique reach
beyond TV
34
Collaboration & education
drive cultural change.
Culture drives results.
