Cadbury’s future marketing campaigns are going to have a stronger focus on social rather than traditional media.
In a talk at Facebook Marketing 2012, Dairy Milk brand manager Sarah Lindley said that the company’s new Joyville marketing activity would seed content on social to build buzz among its online community before turning to TV and print channels.
It is a tactic that Cadbury has used successfully in the past by launching its Bitsa Wispa and Bubbly bar on Facebook and Google+.
Lindley said that a Dairy Milk campaign to celebrate achieving 1m Facebook fans was a big factor in convincing the company of the value of social.
Cadbury realised that although it had almost 1m fans only 16% of them ever saw content that the brand posted on Facebook.
The challenge was to increase the engagement among its fans, as well as reaching friends of fans and the wider Facebook community.
To test what content users would engage with, Cadbury decided to build a giant Facebook ‘like’ thumb out of pieces of Dairy Milk.
“It was about saying thank you to our fans and trying to test how much engagement we could get from it.”