Case Study: Mondelez International achieves up to 30% ROI lift and stronger brand lift with Snapchat

Looking Through the Lens of ROI Impact for CPG

Mondelez, the global consumer packaged goods company, wanted to identify which Snapchat ad formats, reach/frequency settings and creative approaches most cost‑effectively drive brand lift and ROI—especially around seasonal buying moments. In partnership with Wavemaker, Kantar and Snap, they designed a learning agenda to isolate variables and measure their real business impact.

Across four A/B tests (Sep–Jan 2021) using Snap’s experimental framework, Mondelez tested reach, frequency, ad product type and creative. A multi‑product strategy—notably AR Lenses combined with non‑skippable commercials plus Snap Ads—delivered the biggest brand and ROI gains: ad awareness lifts (e.g., 5.2% vs 1.0% and 5.8% vs 0%), ad favourability (7.4% vs 1.3%), and Nielsen MMM‑measured ROI uplifts of +30% and +10%. The work also showed commercials reached weekly purchasers and that Snap Ads are cost‑effective for always‑on campaigns.

Mondelez International

Tom Slade

Global Head of Direct to Consumer Ecommerce