Hi guys! Thought I would share one of my favourite campaigns by Cadbury that used social media in a fun and creative way to raise awareness for its Dairy Milk brain in Australia.
Challenge Cadbury was facing: Chocolate industry was getting increasingly saturated and Cadbury was not doing enough to sell its Dairy Milk brand, which was hence becoming boring to consumers.
Consumer Insight: Everyone has a favourite chocolate flavour but they still like trying new flavours.
Big Idea: Create a buzz around people’s favourite flavours and raise awareness of the variety of flavours offered by Cadbury in the process.
Social Media Strategy
What? Flavour-Matching Facebook-Powered Vending Machine
How? Vending machine’ scans users Facebook profiles and analyses their preferences based on ‘likes’ (e.g. movie; tv shows; singers etc). Based on this analysis, the machine will choose a chocolate flavour that matches your personality.
End Result? A short description on your personality and of course, a free bar of chocolate that Cadbury believes matches your personality.
Why did this work?
- Used Facebook in an engaging and creative manner
- Generate excitement amongst consumers
- Integration of various mediums (e.g. TV adverts; print posters; sales promotions; Facebook engagement posts etc)