CHALLENGE
Mondelez PH was looking to kickstart first-party data collection for cheese brand Eden, while also looking for with ways to maximize their investment in CRM activities housed in HubSpot.
ANALYSIS
For their first attempt to activate CRM, the team was cognizant that the journey had to be easy for shoppers to follow and do. The brand was also keen to capture sales data to have a better grasp of Eden shoppers, and eventually activate this for future efforts and campaigns
SOLUTION
A promo was created as an avenue for 1PD while driving purchase for their 160g SKU during its off-peak season. Through USCAN technology, the brand was able to collect receipt data together with promo entries to enable a more robust view of Eden shoppers.
Submitted data was then directly ingested into Mondelez’s HubSpot CDP for seamless turnover and activation for upcoming campaigns across different channels. Key data points that could better inform their brand communications were analyzed as well to feed into their traditional campaigns.
