Mondelez
Ambassador Validation and Tracking
Project Overview
Mondelez (through its Cadbury brand) sponsors reality TV show, The Voice, along with one of the previous judges on the show – Jessie J. Mondelez wanted to demonstrate how much both the show and Jessie J resonated with Australian consumers.
Execution
Gemba undertook one of the most comprehensive studies of its kind in order to provide Mondelez with the ability to compare the brand equity of The Voice and Jessie J in the context of other TV shows and 300+ celebrities and athletes. Gemba also provided detailed consumer profiles for fans of The Voice, as well as fans of Jessie J. Gemba’s ability to consistently track athletes, celebrities and TV shows every year, provided Mondelez with a strong understanding of the brand equity of one of its key sponsorship assets over time.
Results
Gemba’s Insights Program played a key role in the validation and tracking of Mondelez’s sponsorship assets. Our research provided ongoing tracking of Jessie J’s popularity in Australia, as well as validating the growth of The Voice in recent years, which are both critical to the longevity of the partnership.