In marketing, it is increasingly true that a brand’s success depends on its ability to reach consumers where they actually spend their time. Cadbury Gems, a popular confectionery brand from Mondelez, recognized this fact and decided to take its communication beyond traditional TV commercials. In March 2023, it launched a campaign targeting children aged 2-14 and their parents aged 22-40, with the main goal of reaching families directly in the environment where they spend dozens of minutes a day playing mobile games.
Traditional linear television is gradually losing its dominant position, and families are increasingly seeking interactive forms of entertainment. Advertising in mobile games has thus become an attractive alternative to platforms such as YouTube (with less transparency) or Facebook and Instagram (with higher costs). Mondelez needed a safe, targeted, and effective environment to communicate with its key demographic, and found it through the Kidoz platform.
The goal of the campaign was to extend the brand’s reach beyond linear television and effectively target children aged 2-14 and their parents aged 22-40. The key priority was not only the effectiveness of media investments, but also a high level of brand safety (an environment in which communication is safe, entertaining, and trustworthy).
Strategy
Mondelez chose to partner with Kidoz, a platform specializing in contextual targeting in children’s and family apps. This strategy was based on the fact that Indian users spend an average of more than 52 minutes a day playing mobile games, making it an ideal space for brand communication.
The campaign featured 30-second spots that the audience watched all the way through. The ads led to landing pages, which not only increased brand recall but also active engagement among parents. The Kidoz platform reaches more than 400 million active users per month. Thanks to precise targeting, Cadbury Gems was able to reach millions of families across India.
Campaign results
The campaign delivered extremely positive results. The spots achieved high completion rates, confirming the relevance of the content to the target audience. Clicks on the landing pages showed that the ad not only entertained but also motivated parents to interact further. Thanks to the platform’s enormous reach, Cadbury Gems has managed to establish itself as a modern brand that knows how to communicate with families in their natural digital environment.
The Cadbury Gems campaign shows that linking a brand to a mobile gaming environment can be a powerful alternative to traditional media and more expensive social networks. Thanks to its partnership with Kidoz, Mondelez has not only managed to effectively reach its target audience, but also to create an experience that promotes long-term brand recall.
