CMO Storytelling: Driving Change with Data & AI

Chief Marketing Officers (CMOs) can leverage storytelling to manage change, demonstrate ROI, and inspire future campaigns. By analyzing successful marketing initiatives, CMOs can identify effective strategies and communicate their value to stakeholders.

“The most powerful person in the world is the storyteller.” - Steve Jobs

Storytelling for Change Management

Storytelling connects people, fosters empathy, and inspires action. It's a powerful tool for conveying complex ideas and building relationships.

Mondelēz International's Customer-Centric Journey

Mondelēz International, a global snack company with brands like Oreo and Cadbury, provides a compelling example of data-driven, customer-centric growth.

Embracing Empathy at Scale

In 2019, Mondelēz shifted from a margin-focused approach to one centered on customer understanding and growth. This "empathy at scale" strategy involved connecting with the right customer at the right time. This foresight proved invaluable during the pandemic, allowing for agile adaptation to changing consumer behavior.

Mondelez India's Automation Success

Mondelez India achieved significant success using automation and personalization. During Diwali, they leveraged AI to create 130,000 personalized videos featuring Shah Rukh Khan promoting Cadbury Celebrations. This hyper-local campaign resulted in a 60% increase in YouTube engagement and a 42% sales growth.

Another successful campaign for Perk chocolate used AI to create personalized pre-roll ads addressing "cancel culture." This culturally relevant campaign generated 84 million views and a 20% sales increase.

Bridging Art and Science

Mondelēz's success stemmed from integrating data science with creative marketing. A strong partnership between the CMO/CSO and data architects, coupled with team training, enabled effective data utilization. This resulted in personalized content and increased ROI.

Scaling Personalization with AI

Cadbury's Creme Egg campaign demonstrates the power of AI for reaching new audiences. By partnering with Google and developing diverse creative assets, Cadbury empowered YouTube's AI to optimize ad delivery and maximize reach, leading to increased investment despite economic pressures.

Key Takeaways for CMOs

Customer Empathy is Foundational

Prioritizing customer understanding is crucial for sustainable growth. True empathy involves using insights to create genuine value.

Hyper-Personalization Drives Results

Marketing automation and machine learning enable personalized experiences at scale, leading to significant improvements in engagement and sales.

Bridge the Art and Science of Marketing

Collaboration between creative and data teams, along with robust data infrastructure and training, is essential for success.

Summary

AI empowers brands to reach fragmented audiences. However, platform-specific creative and human creativity remain vital. Investing in AI-driven campaigns can yield significant returns, even during economic uncertainty. Mondelēz's journey highlights the importance of customer-centricity, technology, and talent investment for navigating change and achieving sustainable growth.

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