Yay its finally time to talk about chocolate, well a little bit about chocolate and more about how Cadbury has been able to further their brand through the use of Social Technologies. So a bit of a background on Cadbury, as extracted from their Wikipedia page. Cadbury is a British confectionery company owned by Mondelēz International and is the industry’s second-largest globally after Mars, Incorporated. Cadbury was established in Birmingham by John Cadbury in 1824, who sold tea, coffee and drinking chocolate. The company is best known for its confectionery products including the Dairy Milk chocolate, the Creme Egg, and the Roses selection box.
Cadbury and Social Networks
Cadburys stance on social media heavily leverages the marketing and sales opportunities available to them. Cadburys selection of social networks all play a role in the development of their brand, as it stands they currently have official representation in Facebook, Twitter, Google+ and Pinterest.
So why would Cadbury have such an array of social networks? Well each network caters to a different demographic, something of which they recognise and seek to make maximum use off in their campaigns. A recent study of social media networks used in Australia presented the demographic splits of social network users. Facebook was used by 95% of social network users, Twitter was used by 15% of users with a majority age demographics between 20-64, Google+ was used by 15% of users oddly the majority of user being over 65 and Pinterest was used by 7% of users with the majority held by females.
Now back on track to Cadbury, as Cadbury has such a large product base they have chosen to separate their Facebook and Twitter pages based on products. All of which are updated on at the very minimum a daily basis. For many firms Google+ has turned into an account that all must have but no one really maintains. Cadbury on the other hand have gone against the tide and developed an account that serves a purpose, which they choose to update on a daily basis. While Cadbury has had relative success from the three social networks above Pinterest has been a little bit of a shaky area with a small user base and the account somewhat inactive. Hopefully this provides a brief view into the large scale extent of Cadburys social networking approach.
While all this information is great it doesn’t really show much in what success Cadbury has had with such campaigns. So here we go, one of the more recent campaigns which had an explosive effect on Cadbury and its followers was the celebration of the one millionth follower on Facebook. Cadbury came up with a brilliant interactive campaign involving making a giant Facebook “like” thumb out of pieces of Dairy Milk with teasers building up to the launch. This resulted in gaining a further 40,000 Facebook fans and 350,000 who engaged with the campaign.
On another occasion Cadbury chose to re-launch its product Bitsa Wispa by first promoting it through Google+ followed closely by both Facebook and Twitter. As the product had been previously launched via these social networks Cadbury had an existing fan base of 1.8 million. As stated by David Moth: This intelligent campaign lead to Cadbury utilising these very social networks to effectively generate buzz around its products. In addition it provided Cadbury a cost effective way to leverage the brand’s passionate customer base, establishing a market for a new product before it starts to appear in shops. This approach differentiated it from the traditional product launches that consumers where used to seeing, and encouraged previous Bitsa Wispa fans to share the news with their friends.
My Chocolate Bar is at an End
Here we are at the end of another short story, or the chocolate bar. To summarise todays journey, we looked at Cadbury an amazing confectionary company that has been able to utilise Social Technologies to improve there marketing and sales opportunity. In addition to this we briefly discussed the demographics of a few social networks and how an approach may need to differ for each. Today I thought I’d leave you with one of my favourite advertisements which happens to be a Cadbury ad(See Below).
So thanks for reading hope you enjoyed it and feel free to comment.
P.S Click on the Images and Videos to go to the owners site’s