Cadbury Creme egg Case study CADBURY CREME EGG 2011

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CADBURY CREME EGG 2011

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Industry Baking, Cakes & Desserts
Media Case study
Market Australia
Released January 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: KRAFT
Product/Service: CADBURY CREME EGG
Date of First Appearance: Jan 30 2011
Entrant Company: CARAT, South Melbourne, AUSTRALIA
Entry URL: http://apps.facebook.com/howdoyougoo/
Group Business Director: Catherine Krantz (CARAT)
Digital Director: Hayley Crossthwaite (CARAT)
Business Manager: Catherine Kealy (CARAT)
Strategy Manager: Leah Cioccio (CARAT)
Strategy Manager: Laura Mastel (CARAT)
Media placement: TV Campaign - 10 & 20sec TVCs, Comp Spot, Solus Breaks - Channel 11 - 30 January 2011
Media placement: Digital - Competition Page, OTP, Standard Display - Facebook, Channel 11 Website, You Tube, Ninemsn, Messenger, Search - 30 January 2011
Media placement: Outdoor - Bus Wrap,Tram Wrap - APN Outdoor - 13 February 2011
Media placement: Outdoor - Bus Full Backs - APN Outdoor - 20 February 2011
Media placement: Outdoor - Interiors - APN Outdoor - 27 February 2011

Insights, Strategy & the Idea
Cadbury Crème Egg is an iconic symbol heralding the coming of Easter, in market for a limited time only.

Our challenge was to announce that Cadbury Crème Eggs were back, increase volume by 10%, vs year prior, and ensure consistent purchase throughout the Easter season. All this against a backdrop of increasing competition from impulse confectionary.

Our audience was P16-24, outwardly confident, social, and passionate; but sadly one of the most stressed and anxious groups in society today.

We identified that both Cadbury Crème Egg and our target audience media of choice had something in common, they both provided a break from the seriousness of everyday.

Our idea was to partner with leading youth channels in TV and Online to deliver an integrated campaign that engaged our audience throughout the season. We had a range of global assets to work with as well as an existing social media footprint.

Creative Execution
We took the global creative positioning of “How do you Goo?” and worked with media partners to build a campaign taking user generated content and feeding it into TV content.

Ground zero was an Australian tab we created on the UK Facebook page, it was here all the bought media pointed, encouraging interaction from our target.

TV – We partnered with digital channel Eleven for their launch. Eleven is currently the second highest indexing digital channel for P16-24. Headline activity was a competition asking viewers “How do you Goo?” Entries were uploaded onto Facebook, winners won $1000 and their submission acted out weekly by talent.

Online – A range of activity ran across You Tube, Facebook and Messenger, delivering the TVC and pointing to the competition, activity was underpinned by paid search.

Out of Home - National activity supported the “How do you Goo” message, pointing to the Facebook site.

Results and Effectiveness
Week one of launch resulted in a spike of activity, and Crème Egg currently have an 18.6% unit growth year on year.
Sales objectives were met with 7 weeks to go.
We exceeded the day one competition entry expectation by 150%, since then entries have built steadily, doubling each week as awareness of the competition builds.
It is important to note that there were no significant changes in distribution or media spend year on year and these results were achieved despite an increase in unit price year or year.