Like many CPG companies, Mondelēz International sells their products through third party channels. They don’t always have direct access to customer data and sales results—which can make it harder to fine-tune their strategies and products over time.

But now, a new Pinterest data collaboration solution is helping the team fill in some of their data gaps. Thanks to Pinterest’s clean room technology, Mondelēz International could partner with Albertsons to get better clarity into who is buying their products at Albertsons stores, and how they can show up more successfully in the future.

Better data, with privacy guardrails 

Clean rooms are a new Pinterest solution that helps brands and retailers connect more dots between their various data sets without allowing either party to access the other party's identifiable data. The technology, powered by LiveRamp, helps CPG companies see more insight, all in a more privacy-centric way.

Mondelēz International was the first CPG brand to pioneer an advanced measurement solution where they looked at incremental sales as a result of advertising on Pinterest. Because clean rooms are a protected environment, both Pinterest and Albertsons could upload first-party data in a non-identifiable way, making this measurement solution possible. 

Mondelēz International was able to target both their own known customers, and people who typically purchased other brands of crackers at Albertsons stores. They encouraged Pinterest shoppers to try brands like Triscuits or Wheat Thins next time and advertised special summer deals to help encourage buyers to head to the store. The team ran similar creative at the actual point of purchase, further amplifying their message to in-market buyers.

Using the data clean room to measure performance, Mondelēz International and Albertsons found that the campaign drove a 16% incremental lift in both sales and units sold, and a 19% lift in new buyers.¹

Following the success of the Mondelēz International campaign, Albertsons Media Collective has made their clean room available to select clients.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads. 

1. Data clean rooms can help soften the effects of third-party cookie depreciation by providing a neutral space where partners can share and measure first-party data in a secure environment.

2. Beyond clean rooms, there are lots of ways to measure how your online Pinterest ad campaign drives offline sales. Work with your account team to learn more.

3. Never underestimate the power of an offer. Even a small discount can help convince your audience to try something new.