Mondelez, known for products like Cadbury Dairy Milk, became the first company in Pakistan to run a campaign using Google’s Display & Video 360 (DV 360) and Oracle Bluekai. The “Teachers Ko Salaam” campaign, executed by Brainchild, honored teachers for their role during the Covid-19 pandemic and encouraged students to send heartfelt messages and order personalized Cadbury gifts.
Data-Driven Approach:
Brainchild used a combination of first-party data from the Cadbury Generosity website and second-party data from platforms like Hamariweb and Urdupoint, combined with DV 360 and Facebook pixels. The integration of Oracle Bluekai allowed for precise targeting, reaching high-affinity student audiences.
Results:
The campaign achieved a 15% click-through rate on its landing page, showcasing the effectiveness of using programmatic media buying and data management platforms.
Google’s Take:
Farhan Qureshi, Google’s Country Director for South Asian Frontier, praised the campaign for its relevance and privacy-conscious approach, emphasizing the role of first-party data and automation in future advertising.