Mondelez International is set to partner with messaging app WeChat for a marketing campaign targeting consumers in India.
Mondelez, the owner of confectionery brands Cadbury, Milka and Oreo, is in discussions with WeChat – part of Chinese internet giant Tencent – is “making plans” to use the app to engage with Indian consumers.
WeChat, which has around 500 million active users, has been used by a number of Western brands, including Pepsi, Burberry and McDonald’s, to target consumers in China.
Speaking exclusively to M&M Global, Mondelez global media innovations director Pete Mitchell said that messaging apps such as WeChat and LINE are becoming an increasingly important channel for brands.
“We have gone from websites to portals, then to social, and now we’re moving to messenger platforms. LINE and WeChat are making huge strides in terms of where messenger platforms are headed. In the case of WeChat, it is bigger than Twitter and Instagram combined,” said Mitchell.
“Purchase through social is where it is going to go next, with an awful lot of regulation yet to come. We’re going to do a lot less in social networks, as we used to call them, and a lot more in messaging platforms.”
Mitchell also discussed the growing power of Facebook, the need for media agencies to disclose margins to clients, and the importance of embracing failure in marketing – read the full interview here.