Results and Effectiveness

The campaign reached over 4 million people - almost the entire population of New Zealand. Over 150,000 people experienced an event, with between 83-100% reporting feeling more joyful because of it ad 58% saying they had told at least 6-10 people about it. We gained $2 million worth of earned media coverage with an estimated PR reach of $6.5 million. 150,000 visited the website with 500,000 page views and we gained over 4,600 pieces of content, giving us millions of sound for the song. We managed to maintain Cadbury Dairy Milk's share while increasing the retail price by 12% and sales lifted between 16-27%.

Creative Execution

At experiential events and online, people could experience joy first-hand, or second hand through observation. TV and PR amplified reach and got the movement into our collective consciousness, while press and radio drove traffic to the events. Each element fed into the others to create environments where people could engage at any level, by participating, producing, sharing or just watching. First, a nationwide experiential campaign brought real moments of joy to the country. ONce we'd held multiple events, people started sharing their own moments of joy on our website. Then we used sounds and videos that we had discreetly recorded at events and combined these with the sounds from the consumer videos on the website to create a piece of music, composed by Grammy-winner Bobby McFerrin. The song was released as a TV campaign and music video. Finally, consumers could create, and star in, their own music videos using our online Joy Mixer.

Insights, Strategy and the Idea

After a series of devastating events, New Zealanders weren't seeking out joyful experiences as much as they should be. Being a company that literally sells moments of joy, this became a problem for Cadbury. Gone was the country's upbeat outlook and a glass and a half full attitude, which is what unified them with the brand. Their biggest loss was its heartland of families who had known and loved Cadbury Dairy Milk all their lives. Consumers were switching between Cadbury and their main competitor, depending on price. Cadbury needed to increase the price of CDM while retaining their share. To do this, all marketing efforts were focused on getting their main target to fall in love with the brand again. Using the insight that joy is contagious, we created an integrated campaign that spread joy across the country through multiple experiences.