Results and Effectiveness

>Absolute sales volume increased by 27% >62% cost savings on advertising dollars spent >Increased fans on Facebook by 386% (from 9,791 to 37,791) >18x increased interaction on the Facebook page >$9000 worth of direct sales negotiated by agency through Barter >Delivering savings of more than $40,000 (ROI 2:1) through OOH Barter deal >Negotiated free production for 40 different bus stop creatives >144 million impressions on Display banners >CTR 3.62% (52,000 clicks) on Facebook & online banners >120% increase in shares to friends through the new Facebook App >Media First featured in Campaign Asia & Marketing Magazine

Creative Execution

Affinity and advocacy The creation of Shioklaty application on Facebook helped build affinity and advocacy. We coined ‘Shioklaty’, a combination of ‘Shiok’ (slang for Amazing) and ‘Chocolaty’. Hence “Shioklaty Moments!” reads “Amazing Chocolate Moments!” We crowd-sourced pictures & comments from Facebook fans on what makes Bubbly so Shiok! 640 fans used the Shioklaty application. 40 winners’ pictures & comments featured online using Smart Versioning (Media First - FMCG) banners that pull submitted pictures in real time from the application. These are optimized through specific buying models tailored to our campaign goals – CPF, CPI and Sponsored Stories on Facebook. Touch-points driving to online Cable, bus stop posters, lift advertising at office & retail buildings and cinema drove consumers back to Facebook and participate in Shioklaty. A Polaroid Camera was the grand prize for our winners to further capture their Shioklaty moments of joy and share them on Facebook.

Insights, Strategy and the Idea

Introduction: Accelerate purchase frequency in a price sensitive market and launch new product, Cadbury Dairy Milk Bubbly. Overcome Bubbly’s higher pricing through affinity & advocacy to break the price barrier. Insights to A25-44 Years: >Chocolates are bought on impulse; reminders at touch-points during their waking hours. >Refer to advertising to learn about new products; focused on high reach channels. >Spend most of their time Online & on Facebook; social platform has most potential to build affinity and advocacy. >Spend a lot of time travelling on public transports especially buses (60% reach) Strategy >Integration of media channels to connect with target audience at various times of their day to frequently remind them to purchase chocolates. >Amplified Cadbury’s brand positioning of Share the Joy by inviting our target audience to share their moments of joy, actively engaging them in conversations that heighten their love for the brand, breaking the price barrier.