Emotional connection based on personalized video is the focus of multichannel campaigns for Cadbury Chocolate from Mondelēz International. The program expands the mix of customer engagement paths by allowing the brand to build personalized video campaigns based on a customer’s own social data – that is, a Facebook profile – so campaigns are more personal, engaging and emotional.
“We are giving a boost to our approach to product innovation. We believe that personalization can enhance the overall product experience – particularly in gifting,” said Josep Hernandez, Senior Director Global Communications Planning and Media, Mondelēz International. “We got so much more than we expected – Facebook gives us an unprecedented pool of assets to enhance the connection between consumers.”
The Facebook campaign, managed by Idomoo Social, generated social engagement and brand affinity, delivering 65% click-through and 33.6% conversion. The success of two campaigns in India and Australia has prompted Cadbury to expand the use of personalized videos to markets worldwide.
In Australia, Cadbury offered “Flavourism,” an integrated campaign inviting Australians into the world of Cadbury’s Dairy Milk. They were invited to connect via pay per click and unpaid social postings using banners. Once consumers clicked via Facebook Connect, the technology used photographs and information on their profiles to build personalized videos, creating powerful emotional engagement and outstanding success rates: 90% watched their personalized video to the end; 65% clicked through; and 33.6% converted by filling out a contest form. More than 40% of additional campaign participants arrived from Facebook shares alone.
“Our clients – whether they are household brand name like Cadbury, telecom operators looking to reduce customer churn, or insurers seeking an easy way to explain their services – are looking for exceptional ways to connect emotionally with their customers,” said Yaron Kalish, Idomoo’s CEO and co-founder.
Cadbury used Idommo’s Automated Social Campaigns to promote its gift offering, Cadbury Glow. Consumers can add a personal touch by creating a personalized video for recipients that incorporates Facebook photographs. Givers can visit the Cadbury Glow site at www.CadburyGlow.com, connect with Facebook, and provide the recipient and occasion details.
“For a brand like Cadbury, which has an emotional, approachable and warm relationship with consumers, we saw a clear opportunity to partner closely with Idomoo by offering thoughtful givers a truly personalized gift that they can give their nearest and dearest,” said Gil Horsky, Senior Innovation Manager, Mondelēz International.
According to a recent study by Syncaps, Facebook fans are early brand users; they spend more, engage more, advocate more, and are more loyal.
Cadbury, founded almost 200 years ago, is a British multinational confectionery company that Mondelēz International acquired in 2010. Operating in more than fifty countries worldwide, Cadbury is best known for its confectionery products including the Dairy Milk chocolate, the Crème Egg, and the Roses selection box.