For consumer goods brands to successfully navigate consumer sentiment during uncertain times, the best path forward is usually finding middle ground — and leveraging advanced analytics to test digital media strategies can make it easier to maneuver.
Mondelez tapped into a partnership to evaluate and optimize the performance of its cross-platform display campaign, which ultimately resulted in a rise in purchase intent among the snack brand’s primary target audience.
In addition to providing access to consumer data, the effort is letting the company explore the growing sharing economy and change how it views fashion consumption.
Yellow Wood will combine its non-Americas brand with Dr. Scholl’s to create a global footcare portfolio expected to generate over $700M in annual retail sales.
While the pandemic has prompted a rapid increase in virtual meetings, some consumer goods brands and retailers expect the trend to stick after its conclusion.
