@thesweetimpact #Ad Join me in spreading the Season of Giving cheer with Nabisco! Feast your eyes on this delectabe @OREO cake, where OREO Cookies are baked right into the batter! With cookie crumbs between the layers and a delicious OREO Cookie frosting, it's the ultimate holiday treat to kick off the festive season. What's even better? Nabisco is donating $100,000 to Feeding America to combat food insecurity. And that's not all – YOU can enter for a chance to win $50,000 towards a #kitchenmakeover or a chance to instantly win hundreds of other prizes for holiday hosting! #seasonofgiving #walmart ♬ original sound - Robert Lucas
CASE STUDY
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Mondelēz Season of Giving

875K+

TOTAL UNIQUE REACH

99%

VIDEO COMPLETION RATE

IMMERSE

What are the holidays without festive cookies and crackers? The holiday snack market rings in a whopping $8.1B, with cookies and crackers taking up a 29.3% share valued at $3.8B. To break through the noise, Mondelēz needed a unique omnichannel campaign that resonated with holiday shoppers. Mondelēz worked with Acorn to craft a strategy centered around charitable giving, new traditions, and recipe-focused content.

 

INSPIRE

The holidays are a treasured time for spreading happiness and new traditions. Mondelēz's "Season of Giving" campaign aimed to tap into this sentiment shared by consumers. Acorn and Mondelēz handpicked influencers to develop inspiring content as part of the 'Mondelēz Snack Squad.' The lineup included past Top Chef contestants, TikTok cake-making stars, and respected chefs, each representing a different snack profile (sweet, spicy, salty, nutty).

 

IMPLEMENT

Acorn deployed a multifaceted campaign strategy, leveraging the below tactics to support Mondelēz’s business objectives during the holiday season.

  • Influencer content: Content by the Snack Squad showcased delicious holiday recipes using Mondelēz products.
  • Walmart onsite media: A custom brand page and embedded media on Walmart Connect.
  • High-impact shoppable ads: Mobile ads made buying featured ingredients a breeze.
  • Giveaway: A $50,000 kitchen makeover sweepstakes incentivized engagement.
  • Acorn Display and CTV: Offsite digital ads expanded brand awareness beyond paid social efforts. Media delivered to Walmart verified shoppers using 1st-party data.
  • Sampling: Online pickup and delivery allowed consumers to try Mondelēz products.
  • Charitable giving: A $100,000 donation to Feeding America embodied the “Season of Giving” message.
IMPACT

The “Season of Giving” was the gift that kept on giving. With strategic influencer partnerships and a targeted digital ad roll-out, Acorn helped Mondelēz achieve impressive results through Walmart Connect:

  • Total Unique Reach: 875,219
  • Video Completion Rate: 99%
  • Hero CTV ROAS: $1.22 (Return on Ad Spend)
  • Halo CTV ROAS: $4.35 (Return on Ad Spend from indirect influence)
  • Total CTV ROAS: $5.57
KPI:

Total Unique Reach, Video Completion Rate, CTV ROAS

Content Channels:

TikTok, Instagram, CTV

Media Destination:

Walmart Connect

Featured Creators: 

Robert Lucas - @thesweetimpact

Omi Hoper - @cookingconomi

Tom Sullivan - @mealssheeats

Erica Wides - @thechefsmartypants

Sasha Nary - @sashacakeschicago