Cadbury Picnic        ‘It’s No Picnic’  A Nutty & Caramel Filled Case Study 2010 Digital Marketing and Media Summit Melbou...
The Problem    Cadbury Picnic had been forgotten andurgently needed to get back on the public’s radar.
Forgotten ChildPicnic was losing    Snickers was sales and share    gaining ground
Decline of ugly ‘Deliciously Ugly’ was used exclusively from 2000 - 2008
Time to shiftthe consumers’   thinking
A Physical Eat.     (Brand Truth)
“Perpetual Teenager” An irrepressible need to be silly, outrageous and irresponsible, even at a time in life when they’ree...
Perpetual Teenager    “As seen on TV”
The StrategyHarness the consumers’ creativity to     build a challenger brand.
THE PICNIC CHALLENGE
THE RECIPE                       +                       +PART 1                     PART 2                  PART 3Take th...
A slightly concernedClient,Legal &Corporate CommsDepartment
MAKING THEIDEA A REALITY
#1    CollaborationClient, media and creative agencies working together to sell the ‘idea’
#2    TrustUnderstanding eachothers’ capabilities
#3        OriginalityThe power of doing something different
LETTING THE CONSUMER    TAKE CONTROL
STEP 1                           HOW THE                   Select your name                   (Over 1,000 names)          ...
Over 500 ads werecreated by consumers
Over 100 individual ads aired on national TV
BEHIND THE SCENES
COMPLEXITY OF PRODUCTION PROCESS  1                                 4                                                     ...
EXTENSIVESOCIAL MEDIA   SEEDING
Brand                   AdvocatesChocolate Lovers                  Wannabes                    SOCIAL                   OU...
THE POWER OFWANTING TO BE FAMOUS                STAR NOW               657               Applications                 FEE $0
RESULTS (They’re really good)
The Bottom LineIn February 2009 Picnic’s             For the same period   retail sales grew by              Snickers sale...
The Bottom LineOver the period of the campaign For the same period, SnickersPicnic’s total market share grew     lost mark...
Media SpendCadbury Picnic’s total             Snickers media spend   media spend                       in 2009 alone was  ...
Take Away1.  User generated content campaigns must    be relevant to consumer2.  Collaboration, Trust & Originality are ke...
Want to see more?    www.itsnopicnic.tv
Thank you.Luc WiesmanHead of Digital StrategyGeorge Patterson Y&R - MelbourneEmail: luc.wiesman@gpyr.com.auTwitter: @luc_w
Cadbury Picnic - It's No PIcnic Case Study
Cadbury Picnic - It's No PIcnic Case Study
Cadbury Picnic - It's No PIcnic Case Study
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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

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Cadbury Picnic - It's No PIcnic Case Study

  1. 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. 2. The Problem Cadbury Picnic had been forgotten andurgently needed to get back on the public’s radar.
  3. 3. Forgotten ChildPicnic was losing Snickers was sales and share gaining ground
  4. 4. Decline of ugly ‘Deliciously Ugly’ was used exclusively from 2000 - 2008
  5. 5. Time to shiftthe consumers’ thinking
  6. 6. A Physical Eat. (Brand Truth)
  7. 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. 8. Perpetual Teenager “As seen on TV”
  9. 9. The StrategyHarness the consumers’ creativity to build a challenger brand.
  10. 10. THE PICNIC CHALLENGE
  11. 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. 12. A slightly concernedClient,Legal &Corporate CommsDepartment
  13. 13. MAKING THEIDEA A REALITY
  14. 14. #1 CollaborationClient, media and creative agencies working together to sell the ‘idea’
  15. 15. #2 TrustUnderstanding eachothers’ capabilities
  16. 16. #3 OriginalityThe power of doing something different
  17. 17. LETTING THE CONSUMER TAKE CONTROL
  18. 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. 19. Over 500 ads werecreated by consumers
  20. 20. Over 100 individual ads aired on national TV
  21. 21. BEHIND THE SCENES
  22. 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. 23. EXTENSIVESOCIAL MEDIA SEEDING
  24. 24. Brand AdvocatesChocolate Lovers Wannabes SOCIAL OUTREACH DIGITAL PR Industry Quasi (Advertising) Famous Peoples Cadbury Employees
  25. 25. THE POWER OFWANTING TO BE FAMOUS STAR NOW 657 Applications FEE $0
  26. 26. RESULTS (They’re really good)
  27. 27. The Bottom LineIn February 2009 Picnic’s For the same period retail sales grew by Snickers sales dropped AC Nielson Track Data
  28. 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. 29. Media SpendCadbury Picnic’s total Snickers media spend media spend in 2009 alone was AC Nielson Track Data
  30. 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. 31. Want to see more? www.itsnopicnic.tv
  32. 32. Thank you.Luc WiesmanHead of Digital StrategyGeorge Patterson Y&R - MelbourneEmail: luc.wiesman@gpyr.com.auTwitter: @luc_w

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