2014 Silver FMCG

Client Mondelez - Cadbury Creme Egg

How did the campaign make a difference? Cadbury’s Creme Egg needed to maintain brand presence and saliency amongst 16-24 year olds between Christmas and Easter.

These people are expensive and hard to reach with traditional broadcast media – but ‘Storytelling at Scale’ reached them efficiently through social channels and a ‘mobile newsfeed first’ philosophy kept them engaged.

Reach and frequency were maintained throughout the Creme Egg season. The social activity achieved reach peaks of over 17 million people and helped Creme Egg become a £50million brand for the first time ever.

Strategy In 2013, social activity was critical in reversing the sales decline of Cadbury Creme Egg – driving purchase consideration almost as much as TV for less investment.

The challenge for 2014 was to continue that growth over a significantly longer season (due to Easter falling particularly late).

‘Storytelling At Scale’ used social media to reliably reach a large audience with media investment rather than hoping something would “go viral”. The mantra was to fit in whilst standing out to maximise reach and engagement.

With a ‘Mobile Newsfeed First’ philosophy, each post was designed to be within a native smartphone newsfeed.

A ‘Realtime Test & Learn’ process constantly optimised creative and strategy, delivered by a virtual newsroom team of client, agency and media. A ‘test and boost’ strategy with each post delivered maximum reach for minimum spend.

Creativity Consumers were cheekily invited to ‘have a fling with a Creme Egg’ through three narrative chapters echoing the rollercoaster emotions of a real fling.

‘Find your fling’ posts were quirky and tongue-in-cheek, designed to reignite the flame and tempt people to start their fling as soon as possible. How better for a Creme Egg lover to show their passion to the world than a knitted Christmas jumper pattern?

‘Make the most of your fling’ suggested obsessive recipes for topical events to drive consumption – from pancake day to popcorn and their own take on a scotch egg. The campaign went big on Valentine’s day, with gender specific executions for a 24-hour Facebook campaign.

A final ‘Countdown to Goodbye’ emphasised limited egg availability, with mock headlines showing fanatics who had named themselves after their favourite treat.

Results Reach was the key metric of success for this campaign – and the activity delivered over 17 million people within 24 hours on Valentine’s Day.

Individual posts reached hundreds of thousands of the target audience organically each week and carefully allocated media spend boosted this even further, into the millions.

This ongoing salience driving activity contributed to a bumper year for Creme Egg – which became a £50million brand for the first time ever.