Facebook Marketing strategy of Cadbury – Branding by Pixels
We have covered various aspects of Facebook Marketing right from:
Facebook Marketing for Beginners and Why Businesses need Facebook Marketing? – http://brandingbypixels.com/Portfolios/facebook-marketing-for-beginners/
Facebook Business Page Objectives – https://brandingbypixels.com/Portfolios/facebook-businesspage-objectives/
USP and Target Audience Mapping for Facebook Marketing – https://brandingbypixels.com/Portfolios/target-audience-mapping-for-facebook-marketing/
Why to create a Facebook Business Page and How to create a Facebook Business Page? – https://brandingbypixels.com/Portfolios/facebook-business-page/
Facebook Posts for your Facebook Business Page – https://brandingbypixels.com/Portfolios/facebook-posts-for-your-facebook-business-page/
How to Engage Audience on Your Facebook Business Page – https://brandingbypixels.com/Portfolios/engage-audience-facebook-business-page/
Facebook Business Page insights and Boost Post – https://brandingbypixels.com/Portfolios/facebook-business-page-insights-boost-post/
Facebook Marketing Success Story – jabong.com –
“Chocolate” the one thing that everybody consumes right from a toddler to the 100-year old man is the most derated product and is expected to market by itself. Who really takes it seriously???
Not Cadbury India, they have used Facebook Marketing as part of its marketing strategy to promote “Diary Milk” a brand which is trying to take the quintessential desserts position post dinner with the tag line – “Khaney ke baad such (kuch) meetha hojayey”.
Cadbury India story:
Entering the Indian market in 1948, Cadbury is a well-known and much-loved brand, owned by Mondelēz International. Cadbury remains at the top of the Indian chocolate market because of its quality products and the memorable ways it communicates with consumers.
Business Goal:
The confectionery brand wanted to measure the impact Facebook would have on its 2-month “badhti dosti ke naam” multichannel campaign, which shows people building friendships by sharing Cadbury Dairy Milk.
Strategy:
Cadbury used Facebook Marketing to build on top of the 30 sec TV ad that they have created using this sweet saas-bahu (mother-in-law daughter-in-law) duo to use their brand “Diary Milk” as a tool to build friendship and rapport.
Most of us who have been married definitely understand the beauty and the enigma that the relationship between this duo brings to our lives so this interesting concept of sharing something sweet to explore a bridge connected with audience on an emotional level.
To position itself as a way for people in India to grow their friendships, Cadbury ran a 2-month cross-platform campaign, including digital and traditional channels.
The brand created a 30-second TV commercial featuring a mother and daughter-in-law dancing in the street while sharing a bar of chocolate, and ran it as a video ad on Facebook.
Results:
Using Reach and Frequency as parameters on Facebook Cadbury India encouraged its audiences to spread the campaign, share the campaign with their friends.
They could achieve:
• 5.8% increase in top-of-mind awareness
• 5.1% increase in brand consideration completely attributed to Facebook
• 5.7% incremental reach over TV
• 8.1% incremental reach over light TV viewers
• 2.8% increase in spontaneous awareness
• 10X impact on Facebook advertising spend
Interesting is it not if you want to try out Facebook Marketing for your brand as well, reach out to us at or call me directly on 9515110449 and we will create the RIGHT strategy for your brand TODAY!
Have a great week ahead
Sirisha Varma,
Co-Founder, Head – Marketing
brandingbypixels.com
