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Cadbury Picnic - It's No PIcnic Case Study

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Presented at the 2010 Digital Marketing & Media Summit in Melbourne Australia by Luc Wiesman from George Patterson Y&R

Presented at the 2010 Digital Marketing & Media Summit in Melbourne Australia by Luc Wiesman from George Patterson Y&R

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  • 1. Cadbury Picnic ‘It’s No Picnic’ A Nutty & Caramel Filled Case Study 2010 Digital Marketing and Media Summit Melbourne Thursday, December 2, 2010
  • 2. The Problem Cadbury Picnic had been forgotten andurgently needed to get back on the public’s radar.
  • 3. Forgotten ChildPicnic was losing Snickers was sales and share gaining ground
  • 4. Decline of ugly ‘Deliciously Ugly’ was used exclusively from 2000 - 2008
  • 5. Time to shiftthe consumers’ thinking
  • 6. A Physical Eat. (Brand Truth)
  • 7. “Perpetual Teenager” An irrepressible need to be silly, outrageous and irresponsible, even at a time in life when they’reexpected to be putting aside these childish things.
  • 8. Perpetual Teenager “As seen on TV”
  • 9. The StrategyHarness the consumers’ creativity to build a challenger brand.
  • 10. THE PICNIC CHALLENGE
  • 11. THE RECIPE + +PART 1 PART 2 PART 3Take the Add a big full-on And give him 30 seconds on‘perpetual teenager’ Chocolate-y eat TV to stuff it in his mouthwho’s ready fora CHALLENGE! (The same length as TV ad)
  • 12. A slightly concernedClient,Legal &Corporate CommsDepartment
  • 13. MAKING THEIDEA A REALITY
  • 14. #1 CollaborationClient, media and creative agencies working together to sell the ‘idea’
  • 15. #2 TrustUnderstanding eachothers’ capabilities
  • 16. #3 OriginalityThe power of doing something different
  • 17. LETTING THE CONSUMER TAKE CONTROL
  • 18. STEP 1 HOW THE Select your name (Over 1,000 names) MICRO-SITE WORKED STEP 4 Publish your video STEP 2Make video using a webcam STEP 3 Choose your voiceover
  • 19. Over 500 ads werecreated by consumers
  • 20. Over 100 individual ads aired on national TV
  • 21. BEHIND THE SCENES
  • 22. COMPLEXITY OF PRODUCTION PROCESS 1 4 7Winner  Selec*on:       Winning  ads  into   Exact  *me  and  Game  of  skill   produc*on  –   date  of  their  ad  (Quality)   encoded  for  TV   going  to  air   2 5 8Client  +  Legal   Talent  contacted   Dispatch  ads  and  match  Approval   (Release  Contract  Signed)   key  numbers  with   television  network   3 6 9Media  purchase   Talent  alerted     Prompt  talent  to  share  spots  in  winner’s   via  eDM   date/*me  to  social   -­‐  You’re  going  to  be  on  TV!  city   networks  
  • 23. EXTENSIVESOCIAL MEDIA SEEDING
  • 24. Brand AdvocatesChocolate Lovers Wannabes SOCIAL OUTREACH DIGITAL PR Industry Quasi (Advertising) Famous Peoples Cadbury Employees
  • 25. THE POWER OFWANTING TO BE FAMOUS STAR NOW 657 Applications FEE $0
  • 26. RESULTS (They’re really good)
  • 27. The Bottom LineIn February 2009 Picnic’s For the same period retail sales grew by Snickers sales dropped AC Nielson Track Data
  • 28. The Bottom LineOver the period of the campaign For the same period, SnickersPicnic’s total market share grew lost market share by AC Nielson Track Data
  • 29. Media SpendCadbury Picnic’s total Snickers media spend media spend in 2009 alone was AC Nielson Track Data
  • 30. Take Away1.  User generated content campaigns must be relevant to consumer2.  Collaboration, Trust & Originality are key to making big ideas a reality3.  Think laterally to find new target audiences when planning social outreach4.  Clicks, impressions and downloads are not the only mark of success5.  Buy a Cadbury Picnic and have a go yourself.
  • 31. Want to see more? www.itsnopicnic.tv
  • 32. Thank you.Luc WiesmanHead of Digital StrategyGeorge Patterson Y&R - MelbourneEmail: luc.wiesman@gpyr.com.auTwitter: @luc_w