Cadbury-5 star-Digital-Campaign
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The Cadbury 5 Star chocolate social media campaign "Condition Serious Hai" aimed to promote the product and recruit new customers. Key objectives were to position 5 Star chocolate as able to break seriousness, engage audiences with the brand name, and make the chocolate popular across all demographics. The campaign utilized social media platforms, traditional marketing, a TV commercial featuring 5 Star chocolate breaking seriousness, and contests on Facebook and Twitter using #ConditionSeriousHain. Within a month, the YouTube video received over 7.2 lac views and the campaign engaged over 3000 Twitter users and acquired 5000+ new Facebook followers organically.
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Cadbury Case Study
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
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Cadbury Case Study
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
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2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
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Cadbury has been an early adopter and successful user of social media platforms. They tested different types of engaging content on Facebook and found competitions with prizes that required minimal user effort were most effective at increasing reach and engagement. Cadbury also used Google+ Hangouts successfully to interact directly with fans worldwide and thank their global audience. The Hangouts helped increase Cadbury's traffic and followers. Hotels could also use Hangouts to provide customer service, host interactive events like cooking demonstrations, and connect directly with customers around the world at low cost.
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The top 25 tips to insure that your social media strategy is filled with success and amplification. Use this list to as a framework and checklist and follow across every social channel that you use. Facebook, YouTube, Twitter, Snapchat, and Vine.
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Cadbury-5 star-Digital-Campaign
- 1. 5 Star Cadbury- #ConditionSeriousHai
- 2. Objectives of the Campaign: The basic objective of the social media campaign Condition Serious Hai was to promote the Cadbury 5 Star chocolate and recruit new customers for it. Other objectives were: • To make 5 Star chocolate as a chocolate which can break seriousness in one’s life. • To engage people/audience with the name of the brand. • To make the chocolate popular among all the category of the audience.
- 3. Platforms Used: Social Media Platforms TraditionalMarketing Platform
- 4. Campaign Strategy & Execution: • A video was released as the main TV commercial of the chocolate featuring 5 Star chocolate as the only medium to break seriousness in one’s life. • Users were connected on Facebook and Twitter using the hashtag #ConditionSeriousHain. • On Facebook and twitter various funny contest were played and the lucky winner gets a free gift hampers from Cadbury.
- 5. Campaign Execution: • TV Ad & YouTube Video:
- 6. Key Creatives of the Campaign Here’s how to finish seriousness using a 5 Star.#ConditionSeriousHai
- 7. Twitter: on Amazon. • Many tweets were published using #ConditionSeriousHai. • Users have been invited to tweet their wacky interpretations of people suffering from the ‘seriousness’ disorder with gift hampers for prizes. Few Samples Tweets
- 9. Retweets :
- 10. Facebook: • Buzz on Facebook started with a few teaser updates prior to the ad being shared. • The Facebook timeline has been sharing ‘seriousness’ statistics in the country with interesting visuals. • Contest on Twitter increased people’s participation, since the winner of contest gets a Gift hamper form Cadbury.
- 11. Facebook Post : . Likes: 7.5k Comments: 78 Shares: 64 Likes: 225 Comments: 73 Shares: 21 Likes: 3k Comments: 160 Shares: 201 Likes: 161 Comments: 80 Shares: 15
- 12. Results: • Within 20 days, the video garnered 7.2 Lac views on YouTube. • Twitter user were the most active with contest and retweeting. • Over 3000 tweets were published in 1 month. • 7000+ new followers were acquired organically on Twitter. • 5000+ new followers were acquired organically on FB. • The video created a buzz in the social media for the campaign #ConditionSeriousHain • Funny caption contests and wacky tweets have helped involve the community.