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)
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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.