A smart hybrid of in-stream and outstream video placements delivered broader reach and lower costs, driving 21% incremental reach for Cadbury and 15% for Olpers while cutting CPMs by up to 24%.
21% incremental reach with 24% lower CPM vs. historical benchmark
Services
PPC Marketing, Digital Strategy, Google Ads+1
When Mondelez, the brand behind Cadbury Dairy Milk & FrieslandCampina the company behind Olpers wanted to amplify their reach and awareness online, they faced a familiar marketing challenge: limited campaign budgets but ambitious reach goals.
With audiences scattered across platforms and attention spans shorter than ever, Mondelez & FC needed a smarter way to stretch their media spend while keeping engagement high.
The goal was simple: reach more people, build stronger awareness, and do it cost-effectively.
We developed a campaign strategy designed to get more out of every impression.
Instead of relying only on standard in-stream ads (like YouTube), we expanded the ecosystem to include outstream video placements, videos that play within articles, news feeds, and publisher sites.
By combining in-stream and outstream inventory, we helped Mondelez & FC unlock incremental reach connecting with new audiences who weren’t being reached before, all without increasing overall spend.
How We Did It
Platforms used: YouTube, premium publisher networks, and contextual video placements.
Creative approach: Fun, lighthearted video ads aligned with Cadbury’s “joyful” brand tone & Olper’s slice of life tonality.
Targeting: Young adults and digital-first audiences most likely to engage with entertainment and food content.
Optimization: Continuous testing to find the perfect balance between reach, cost, and completion rates.
The result was a campaign that combined smart planning with performance that exceeded expectations.
The Video 2.0 buying methodology was designed to combine creative storytelling with performance precision and its success spoke across categories.
By applying this new approach, we ran parallel campaigns for Cadbury Dairy Milk and Olpers, each built around the same performance framework: optimizing incremental reach and cost efficiency through a hybrid of in-stream and out-stream video placements.
Cadbury Dairy Milk
21 % incremental reach
24 % lower CPM versus benchmark
Olpers
15 % incremental reach
19 % lower CPM versus benchmark
Both brands achieved broader awareness at lower costs, proving that Video 2.0 can scale across very different categories from confectionery to dairy without sacrificing brand storytelling.
This initiative demonstrated how a single media innovation can drive measurable impact across portfolios: more reach, stronger engagement, and higher efficiency.
The dual success reinforced our belief that great marketing isn’t about spending more; it’s about spending smarter, blending creativity, audience insight, and performance media to deliver results that truly move the needle.
