Flavors of Success: Fueling Growth in Mondelēz's Online Marketing Hub
Project Overview & Goals
The global marketing landscape at Mondelēz International, a prominent player in the snacking industry, underwent a transformative shift with the establishment of 'MyMarketing.' This strategic move by the marketing team, responsible for steering the course of one of the world's largest snacking companies, aimed to centralize communication and amplify visibility across regions. 'MyMarketing' emerged as the answer, providing a centralized haven for the company's 3,000+ marketers to access timely company updates and draw inspiration from successful brand campaigns and the achievements of colleagues on a global scale.
In my role as the Community Manager for MyMarketing, I developed and executed a comprehensive content strategy that included monthly articles, video interviews, event recaps, brand marketing case studies, and more. Responsible for creating and designing all content, I successfully navigated the challenge of appealing to a diverse global audience of 3,000+ employees across 150 countries, leading to increased web traffic and heightened user engagement.
Creative Strategy & Execution
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Global Diversity Spotlight: To energize 'MyMarketing,' I crafted a creative strategy celebrating the diverse global marketing team at Mondelēz International. Monthly content showcased regional marketing campaigns, offering insights into unique approaches and successes across 150 countries.
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Varied Content Mix: Diversifying content types was imperative. From engaging video interviews and event recaps to detailed brand marketing case studies, the strategy aimed to resonate with the global audience's varied preferences. Company news, campaign overviews, industry insights, and career spotlights provided a holistic experience.
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User-Centric Design: Prioritizing user experience, the layout ensured accessibility for all. Seamless integration of written and video interviews catered to different preferences, fostering engagement across the diverse global marketing community.
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Driving Traffic with Roundups: Bi-weekly email roundups, embedded with 'MyMarketing' links, served as digestible highlights and directed traffic to the platform. This approach not only increased web traffic but also encouraged regular engagement.
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Human-First Stories: A recurring feature spotlighted Mondelēz marketers in written and video interviews. These stories inspired a sense of community, fostering a shared experience among marketers globally.
Results
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Community Growth: The implemented strategy led to a noteworthy 112% growth in active community members, indicating increased participation and engagement within the platform.
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Internal Community Engagement: There was a substantial 115% growth in internal community engagement, reflecting the success of the creative strategy in capturing the interest of a diverse global audience.
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Email Newsletter Impact: The bi-weekly email roundups achieved an impressive 48% open rate, underlining the effectiveness of the communication strategy in driving interest and traffic through thoughtfully curated content.