The Cadbury Dairy Milk UK Facebook Page reached a social media milestone when it welcomed its one millionth fan on Saturday, January 7, 2012. To say thank you, the brand constructed a giant chocolate Facebook ‘thumbs up’, piece by piece, from thousands of Cadbury Dairy Milk bars and put the video on the social network. This case study shows how Cadbury managed to keep the momentum of its growing social media audeience.
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Brand: Cadbury Dairy Milk |Media: Online, email | Country: UK|Sector: FMCG | Agency: Hypernaked | Format: Facebook Page Videos
This celebration formed part of the ‘always on’ approach that Cadbury has adopted to build a stronger relationship with its fans.
The campaign built momentum over a number of weeks on the Cadbury Dairy Milk Facebook Page, starting with the release of a teaser trailer showing a conveyer belt dropping off lots of chocolate. This anticipation led up to a two-day, live-streamed event where Cadbury's Facebook fans could watch the giant chocolate thumbs-up being constructed.
Fans could have their own chunk of chocolate added to the sculpture, and were invited to cheer on the workers during the big build by sending them thumbs-up, messages of support and special requests. The builders waved, danced, and even took part in planking in response to requests from the fans. All content was also displayed on a community wall held in the studio.
This celebration is part of the ‘always on’ approach that Cadbury has adopted to build a stronger relationship with Cadbury Dairy Milk fans.
The Cadbury Facebook Page benefits from a highly-engaged and active audience and has a very high rate of daily fan interactions.
The Page also hosts many interactive experiences and features for its fans. Over the last year, for example, Cadbury employed its very own Artist-in-Residence, co-created a recipe with Great British Bake Off contestant Ruth Clemens, launched new products via a road trip, and co-created a Halloween film with its fans.
With 2011 ending on a high note, Cadbury Dairy Milk has even more in store for its fans this year—providing even richer interactive experiences and bringing them closer to product creation.
