The company has signed a deal with MassMedia Studios to use its Traction multi-channel digital platform to facilitate integrated email, online, mobile and interactive TV activity on a global scale. This will allow Cadbury to link and analyse its performance across all digital channels in key international territories, including Europe and the US.
The intention is to improve the targeting of Cadbury's digital work to communicate with consumers on a more personal level.
The introduction of the strategy comes a year after Cadbury signed off an annual digital promotional budget worth seven figures in the UK alone. It has been trialling MassMedia's Traction platform with campaigns for Creme Egg and Wispa.