Implementing a Conversational AI strategy for Mondelez's Seasonal Marketing Campaign increased 65% higher sale value

Project Overview

Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a part of Mondelēz International, a world leader in biscuits, chocolate, gum, candy and powdered beverages. Cadbury Dairy Milk entered the Indian market in 1948, and since then for consumers across India, the word ‘Cadbury’ has become synonymous with chocolate. Mondelez wanted a new innovative solution that would enable them to engage young Millennial customers during their Raksha Bandhan day seasonal sale campaign.

Problem Statement

This was another interesting project for me as Mondelez came in with a requirement to deploy a chatbot which could be initiated by clicking on a Google Ad. This was an experiment done by them during the most celebrated Indian festival known as Raksha Bandhan. I designed this bot for a specific use-case of promoting the Cadbury Celebrations pack sales during this festival. Additionally I gave them ideas on how we could engage users by having some fun games and interaction on the bot which would indirectly lead them to sale.

Mondelez was looking for an innovative solution that would enable them to engage young Millennial customers during their Raksha Bandhan seasonal sale campaign.

The key objectives of the chatbot included:
1. Helping customers navigate through the online store.
2. Engaging users with content, such as fun games and know your sibling pop quiz.
3. Generating interest in the store’s products.

We designed and built a chatbot that effectively engaged the targeted Millennial audience in the 25-40 age group and drove record high sales for Mondelez. Through this campaign the brand was able to reach approximately 5 million users and the response was overwhelming. It also generated 67% higher sale value than the actual expectation by the Mondelez team. It was an extremely successful campaign in partnership with Google.

Proposed Solution

Conversation Designer

Implementing a Conversational AI strategy for Mondelez's Seasonal Marketing Campaign increased 65% higher sale value

Key Metrics Achieved

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