Mondelēz International, Carat and Tencent have announced the forming of a strategic partnership to share exclusive research data and content in the Chinese market.
Along with sharing data and content, the partnership will see the three organizations conducting joint research studies to develop new activation models and methods to engage with Chinese consumers.
“Tencent is one of the largest and most successful internet platforms connecting consumers,” said Stephen Maher, President, Mondelēz International.
“This partnership will enhance Mondelēz International’s capabilities in key areas of growth including e-commerce, content monetization and data-driven consumer insights.”
The brands have worked together previously on award-winning campaigns for Oreo, Chips Ahoy! and Stride –all of which allowed consumers to interact with the brands in new ways via Tencent’s WeChat app, which has over 600 million monthly active users.
“We began this journey with Mondelēz International more than six months ago with two key insights in mind: Convergence is bringing the point of engagement and transaction ever closer, and personalization can provide consumers with immediate moments of emotional gratification. Tencent, with their proprietary data and technology, is a crucial enabler in utilizing these insights to drive business growth,” said Adil Zaim, CEO, Carat China.
“This is an important milestone and our first JBP in China, and the focus is on innovation and the sharing of information and data, working together to create deeper consumer engagement,” added Anthony Ho, Marketing & Media Director, Mondelēz International.