FACEBOOK CASE STUDY

CADBURY, INC

- Shivani Sharma

How Cadbury took an online activity offline to surprise and delight its

customers to build amazingly huge committed Consumer force.

How businesses can grow global audience through Social Media Activity

and increases its sales exponentially.

How creating the Facebook campaign proves out to be one of the most

effective tactic to increase engagement to translate customers to

customer advocates.

Direct communication with your audience can elevate your brand above

competitors.

Why authenticity and transparency delivers great brand engagement and

sentiment.

Quick Facts about Cadbury!

Cadbury has been one of the UK and the world’s most beloved sweet

and chocolate manufacturers since 1824

US based company Kraft took over Cadbury in February 2010 for an

estimated £ 11.6 billion

Cadbury’s chocolate became “Fairtrade” certified in 2008, increasing

the amount of Fair-trade cocoa sourced from West Africa

In this Presentation You will Learn….

# 1:

PERSONAL TOUCH

Reaching out to Customers

Social Media like Facebook is an excellent

way to broadcast your message, but Cadbury

took the idea of interaction to a whole new

level with their different ‘As-per-the

occasion’ campaign.

In this case, quite frequently, consumers are

made to feel special and tenderly addressed.

The inflation of Consumer Engagement has

been caused by the apt use of social media.

Consumers identify strongly with brands,

particularly young consumers who view their

relationship with brands as a reflection of

self. They approach and interact with them

in a variety of ways, from social media to

traditional advertising.

Let Your Fans be What They Want To be:

Cadbury treats its fans more than just a

customer. The Cadbury movements on

social media like Facebook indicated

their strong belief in a fan being a

creative resource which is a

spokesperson, a real participant in the

evolution and adaptation of your brand.

Cadbury Funda:

Get your fans more involved

and let them raise you up on

their shoulders

# 02:

The Pigeonhole Technique

(Clear Classification of Products)

[

T

y

p

e

a

q

u

o

t

e

f

r

o

m

t

h

e

d

o

The crisp classification of different

product lines makes the consumer more

open to the product.

The differentiation of the products gives

consumer ample options to savour their

taste buds, hence serving different

delicacies as per the need and choice;

but using Facebook pages to make them

(consumers) realise that!

Every product has its own fan

following, creating overall recognition

of the brand Cadbury.

Gives a clear understanding and

speciality of each product.

Get Your Fans What They Want

Cadbury relates to the customer more than

any other chocolate brand. Different

products by the brand like celebrations, 5

star, Eclairs, Bournville and Dairy milk

appeals to different sections of customers at

large.

Cadbury Funda:

Understand your customer’s choices better

than anyone else! Keep innovating.

Innovation is the key to your customer’s

heart!

# 03:

From Local to Global

(O yeah! Just everywhere!)

Over the past few years, the Facebook has

emerged as the a marketing enabler and

significantly lowered the barriers to entry

for companies that want to do business in

the global market.

By creating different Facebook pages for

their different audiences Cadbury has now

reached the huge international base with

little more than a website and an off the

shelf E-Commerce Solution!

Let Your Customers emerge above the

Language Barrier:

Making its presence easily reachable for its

customer, Cadbury makes sure that any

customer should not feel the brand

belonging to only one particular place.

Cadbury Funda!

Content localization is the key! But we cannot

misunderstand it with content translation. Adapting to

consumer’s preferences in terms of language,

packaging, taste and product presentation is what

they devotedly follow.

# 04:

Part of the Society

(Aligning the brand with social causes)

Cadbury carries their charitable activities

with an eye towards enhancing their

brands

Cadbury commits talent, know how, not

just dollars to pressing but carefully

chosen social needs and then tells the

world about their cause and their

dedication to serving it.

Through the association, both the

businesses and the causes benefit in the

ways they could not have otherwise.

Some of the important social Concerns Cadbury

has been associated with are: Struggle against

animal cruelty, forming the Animal Friend

Society, a forerunner of the Royal Society for the

Prevention of Cruelty to Animals, A step towards

the adult school movement to provide education

to the working class.

Cadbury Funda:

Winning hearts is the key this time! Taking an

initiative towards any social cause is an excellent

step towards connecting with the audience.