Streaming Up Sales with Disney CTV Ads Helped Spark Holiday Success

Opportunity

In 2024, Mondelēz aimed to inspire festive holiday-season gatherings by showcasing a curated selection of party-ready snacks. They wanted to drive deeper customer engagement through a holiday sweepstakes contest.

Goals

The brand sought to drive unit sales and promote sweepstakes QR scans.

Solution

They launched a holiday sweepstakes program to add excitement, deepen customer engagement and encourage purchases. To boost awareness for this holiday program, they tested a new CTV bundle featuring Disney’s premium streaming inventory.

Strategy and tactics

Mondelēz sought innovative opportunities to amplify QR code scans and drive sales at scale. They paired Walmart’s robust audience targeting capabilities with premium, brand-safe content across Disney’s platforms. Strategic content alignment helped their messaging reach key audiences during contextually relevant moments.

Their CTV creative featured scannable QR codes to seamlessly send viewers to a custom.

Walmart Brand Page that showcased holiday product selections and offered information on how to participate in the sweepstakes, helping bridge media exposure with customer action.

The brand used the power of awareness to capture new buyers and gain category share. They used Ritz, Oreo and Chips Ahoy! propensity audiences to help deliver strong sales. This targeting approach helped make an impact on their lower-funnel ROAS results.

Campaign dates: December 7 – 25, 2024

Big wins

New-to-brand buyers

In-store ad attributed sales

Total campaign ROAS

Source: Walmart first-party data, Dec. 7–25, 2024. New-to-brand is defined as a customer who purchases a brand’s product from Walmart site and app as a result of an ad campaign, after not having purchased the brand on Walmart’s site and app for the previous 12 months.

Key takeaways

Include CTV in your full-funnel strategies to help drive awareness and align your large campaigns with big cultural moments like the holidays.

Identify propensity audiences from previous campaigns to help boost sales and improve lower-funnel ROAS of new campaigns.

Use CTV ads to help drive awareness that translates into true omnichannel sales, including in-store and Pickup and Delivery.

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