Say it with Silk - Cadbury Silk Campaign
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Cadbury Silk Campaign
Say it with Silk.
Cadbury Silk Campaign
Cadbury partners with Affle for its Valentine’s Day Campaign
Say it with Silk.
Platform
February, 2016
The Client: Cadbury The brand ‘Cadbury’ has become a household name when it comes to India. This Mondelēz International owned multinational confectionery brand has managed to create a great amount of goodwill amongst Indians with its deep-rooted presence over the years. With its popular product ‘Dairy Milk’, Cadbury paints a picture of nostalgia, love and happiness in our minds. But the story doesn’t end here... To keep its loyal chocolate fans happy, Cadbury is bent on offering more varieties of delightful chocolates at affordable prices. Dairy Milk Silk is a product of such endeavours. About the Campaign OBJECTIVE: This Valentine’s Day Cadbury wanted to do something different! They wanted to strengthen the fan base for their superior chocolate product range ‘Silk’. So, Cadbury partnered with Affle to create a highly engaging digital mobile campaign to celebrate the spirit of love with Cadbury Silk! TARGET AUDIENCE: Cadbury wanted to target the Indian consumers with this special Valentine’s Day campaign. The campaign was specifically envisioned to appeal to kids, the young crowd of college goers & most importantly, women.
The Challenge
To compete with a huge
variety of foreign chocolate
brands available in India.
It was very challenging to create
a highly user centric campaign
that could stand out during
Valentine’s Day & grab the
attention of the targeted users.
Affle Solution
For this campaign, we wanted to engage the users in Cadbury’s theme of ‘Celebration of love with Cadbury Silk’
through a highly meaningful & interactive campaign.
Referred to the data
We sought to create a collected from various
campaign that conveyed a e-commerce websites &
sense of simplicity such mobile apps.
that it would be intelligible So, we worked on a
to the target audience. Our strategic plan that was
purpose was to get them to focused on User-
generated content & Used our prior exposure &
participate & share their audience intelligence
love for Silk with their social media integration
for quick dissemination of available at the Affle
Valentine. MAAS platform in running
the campaign.
several popular user-
centric campaigns for
global clients.Collaborated with many popular e-commerce portals to ensure a visible presence across high end smartphone
users for this campaign using the Affle MAAS platform.
Better user targeting through research on the behavioural attributes of the target users by looking at the indicating
parameters like the user’s purchase history, choice of apps, time spent on popular mobile apps, taste & preference,
amongst others.
Worked closely with Grey to devised a campaign that based on real time data sharing by ensuring smooth server
communication & building an interface for mobile and PC.
Created a very appealing rich media video banner that conveyed the theme of Cadbury Silk.
The copy used in the rich media banner was planned to closely mirror that of the TVC Jingle. This was done to create a
link with the previous ‘Silk’ branding to maintain homogeneity.
Our intention was to create a meaningful message story that involved the following steps:
1
Users were given a choice
to select a message for
2
their Valentine from a
suggestion list of catchy
messages. Then, they were
required to upload a
All of these inputs from the
photograph along with a
users would get translated
Cadbury Sticker.
into an interactive picture
message & become ready
for quick sharing on the
3
Facebook wall or as email
When the receiver
content for their Valentine.
(Valentine) finally gets the
message, he or she could
simply click on it to reveal a
hidden Silk Chocolate. And
not just that! The receiver
could also send back a
similar message to the user
in a matter of seconds!Results
This 4 day campaign was highly successful in terms of meeting client expectations & deliveries.
2000 USER ENTRIES ON DAY 1!
In fact right on Day 1 of this campaign, we managed to generate a
huge buzz & received almost 2000 user entries!
SOCIAL MEDIA BUZZ
This being a highly integrated social media campaign, many users
actively participated in sending out messages to their loved ones by sharing
the final posts on their Facebook walls & sending out thousands of emails.
A HIGHLY ENGAGING CAMPAIGN!
0.76%. Due to the popularity of this campaign, we attained a high CTR
with an overall engagement rate of 0.76%.HIT RICH MEDIA VIDEO AD!
The users showed a lot of enthusiasm in engaging with the Rich Media Video Ad. By
following the simple breakdown of instructions, they could create multiple videos
within a matter of few seconds.
METROPOLITAN CITIES LOVED IT!
Spectacular response from users across Indian cities. Response from
Metropolitan cities like Delhi, Mumbai and Bangalore was particularly impressive.
OPTIMIZED ON USER-GENERATED CONTENT
From a standpoint of it being a 4 day long campaign, the Cadbury Silk campaign really managed
to optimize on the User-generated content & spread Cadbury’s Valentine’s Day theme.
Key Takeaways
We found that the target users seem to respond really well to Rich Media Videos.
In terms of aiming for high level of user responsiveness, campaigns with a clear cut set of instructions perform
really well with the Indian audiences.
Engaging users in creating simple video messages is a fun way to reach out to young users, who are most likely
to actively participate in such activities.
More engagement based ad units should be used to initiate user involvement and educate the consumers about
the product and its features.
We received a lot of traffic from the e-commerce portals targeted for this campaign with a very high conversion
rate. A high degree of activity was seen in key shopping, travel, gaming, and movie or event booking portals.
These portals turn out to be major hubs during Valentine’s Day as most users are actively found to be searching
for the best gifts for their loved ones.500Mn+ 300+
USER INTEREST
PROFILES GROUPS
1400+
APPS DELIVERED
Corporate www.affle.com
Products maas.affle.com
Email : partners@affle.com
apps.affle.com
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