Cadbury Silk Campaign Say it with Silk.
Cadbury Silk Campaign Cadbury partners with Affle for its Valentine s Day Campaign Say it with Silk. Platform February, 2016
The Client: Cadbury The brand Cadbury has become a household name when it comes to India. This Mondelēz International owned multinational confectionery brand has managed to create a great amount of goodwill amongst Indians with its deep-rooted presence over the years. With its popular product Dairy Milk, Cadbury paints a picture of nostalgia, love and happiness in our minds. But the story doesn t end here... To keep its loyal chocolate fans happy, Cadbury is bent on offering more varieties of delightful chocolates at affordable prices. Dairy Milk Silk is a product of such endeavours. About the Campaign OBJECTIVE: This Valentine s Day Cadbury wanted to do something different! They wanted to strengthen the fan base for their superior chocolate product range Silk. So, Cadbury partnered with Affle to create a highly engaging digital mobile campaign to celebrate the spirit of love with Cadbury Silk! TARGET AUDIENCE: Cadbury wanted to target the Indian consumers with this special Valentine s Day campaign. The campaign was specifically envisioned to appeal to kids, the young crowd of college goers & most importantly, women.
The Challenge To compete with a huge variety of foreign chocolate brands available in India. It was very challenging to create a highly user centric campaign that could stand out during Valentine s Day & grab the attention of the targeted users.
Affle Solution For this campaign, we wanted to engage the users in Cadbury s theme of Celebration of love with Cadbury Silk through a highly meaningful & interactive campaign. We sought to create a campaign that conveyed a sense of simplicity such that it would be intelligible to the target audience. Our purpose was to get them to participate & share their love for Silk with their Valentine. So, we worked on a strategic plan that was focused on Usergenerated content & social media integration for quick dissemination of the campaign. Referred to the data collected from various e-commerce websites & mobile apps. Used our prior exposure & audience intelligence available at the Affle MAAS platform in running several popular usercentric campaigns for global clients.
Collaborated with many popular e-commerce portals to ensure a visible presence across high end smartphone users for this campaign using the Affle MAAS platform. Better user targeting through research on the behavioural attributes of the target users by looking at the indicating parameters like the user s purchase history, choice of apps, time spent on popular mobile apps, taste & preference, amongst others. Worked closely with Grey to devised a campaign that based on real time data sharing by ensuring smooth server communication & building an interface for mobile and PC. Created a very appealing rich media video banner that conveyed the theme of Cadbury Silk. The copy used in the rich media banner was planned to closely mirror that of the TVC Jingle. This was done to create a link with the previous Silk branding to maintain homogeneity. Our intention was to create a meaningful message story that involved the following steps: 1 Users were given a choice to select a message for their Valentine from a suggestion list of catchy messages. Then, they were required to upload a photograph along with a Cadbury Sticker. 2 All of these inputs from the users would get translated into an interactive picture message & become ready for quick sharing on the Facebook wall or as email content for their Valentine. 3 When the receiver (Valentine) finally gets the message, he or she could simply click on it to reveal a hidden Silk Chocolate. And not just that! The receiver could also send back a similar message to the user in a matter of seconds!
Results This 4 day campaign was highly successful in terms of meeting client expectations & deliveries. 2000 USER ENTRIES ON DAY 1! In fact right on Day 1 of this campaign, we managed to generate a huge buzz & received almost 2000 user entries! SOCIAL MEDIA BUZZ This being a highly integrated social media campaign, many users actively participated in sending out messages to their loved ones by sharing the final posts on their Facebook walls & sending out thousands of emails. 0.76%. A HIGHLY ENGAGING CAMPAIGN! Due to the popularity of this campaign, we attained a high CTR with an overall engagement rate of 0.76%.
HIT RICH MEDIA VIDEO AD! The users showed a lot of enthusiasm in engaging with the Rich Media Video Ad. By following the simple breakdown of instructions, they could create multiple videos within a matter of few seconds. METROPOLITAN CITIES LOVED IT! Spectacular response from users across Indian cities. Response from Metropolitan cities like Delhi, Mumbai and Bangalore was particularly impressive. OPTIMIZED ON USER-GENERATED CONTENT From a standpoint of it being a 4 day long campaign, the Cadbury Silk campaign really managed to optimize on the User-generated content & spread Cadbury s Valentine s Day theme. Key Takeaways We found that the target users seem to respond really well to Rich Media Videos. In terms of aiming for high level of user responsiveness, campaigns with a clear cut set of instructions perform really well with the Indian audiences. Engaging users in creating simple video messages is a fun way to reach out to young users, who are most likely to actively participate in such activities. More engagement based ad units should be used to initiate user involvement and educate the consumers about the product and its features. We received a lot of traffic from the e-commerce portals targeted for this campaign with a very high conversion rate. A high degree of activity was seen in key shopping, travel, gaming, and movie or event booking portals. These portals turn out to be major hubs during Valentine s Day as most users are actively found to be searching for the best gifts for their loved ones.
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