Cadbury & Facebook Campaign in 2012;
An excellent Social Media Case Study
Sarah Lindley, Dairy Milk Brand Manager wanted the company’s marketing strategy to change and to make an impact in on-line marketing rather than usual TV and local promotions. At that point of time Cadbury already had 1 million fans but the problem was only 16% user viewed the content which the brand posted. So the main challenge for Sarah was to increase the engagement within the fans, to reach the friends of the fans and to a larger community of Facebook users.
So with a brilliant thought, Sarah & Co team came up with an idea to test what content would better engage with fans and at last decided to build a giant “Facebook Like Thumbs up” which was made of 3 tonnes of dairy milk pieces and presented it live in a decorated studio with User – Generated Content (UGC), banners and with a user interactive theme, where they invited a fan to grab a big piece from the chocolate thumbs up, which made social media user interaction real to the brand.
Dairy Milk motive behind this campaign was like saying, “Thank You to the Fans” and to experiment, how much of engagement happened? It wasn’t just users sharing the content for which they also added surprise ads on their Facebook page to motivate fans. As a result of this, chocolate campaign gathered 350,000 active user’s involvement and gained an additional of more than 40,000 fans for Cadbury’s Dairy Milk. Also the important thing was more than 34% fans got engaged to the campaign which gave the Cadbury’s company a bigger engaged community to target for in future.
This Cadbury and Facebook campaign is an excellent example of Social Media case studies from which we can analyze that some creative ideas and experiments when perfectly blended with social media can lead to a big conversion for your business.
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Author: eMarket Education
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