EL IDRISSI BOUCHRA MBA-2B

COURSE INSTRUCTOR - E. CRAIG

FUTUREMAKERSPARIS.BLOGSPOT.FR

DELICIOUS CONNECTIONTHE CADBURY CASE

THE CUSTOMER JOURNEY TO ONLINE PURCHASE: CADBURY CASE

• Different marketing tools affect the online purchase decision, which help to adapt to each customers (since each one use a special marketing channel)

Cadbury.co.uk

Main objective: To be the worlds, biggest and best confectionery company.

Responsive designMany websites: Cadbury.co.uk Cadbury World Cadbury Recipes Cadbury Gifts Direct Interactive website Applying SEO and SEM2 Mobile apps Make people trust them, show them that their will be cookies, newsletter….

3 Channel, 12 933 followers in total

Update news.Create a Cadbury community,…Followers on the main account @cadburyuk : 225121

1,4 million of fansProducts launchContests…

Be visuel, Different pinterest account depending on the product, the country: Australia, Uk (43 Boards)

Cadburry UK: 975 post, 27 300 followers(not active, since September 2014)

3 738 734 followersTalk /meet directly with fans

Use of google hangout, in order to :- Create the best g + page by including the customer's suggestions. - Create events: chocolate version of the Cadbury G + page, hangout with Rebecca Adlington, hangout with Cadbury's taster…

Interest: Why G +?Google plus is a social network with a lot of innovative tools that help to create a trendy page and communicate and share easily with other users.

Goal :Revolutionize the way to communicate with consumers.

Results :Create an original way to talk to /with customers, by establishing a close relationship with customers, fans, followers, ...

Google Plus Strategy

Active Facebook presence, generating hundreds of thousands of likes and comments.

How?: • Cadbury’s has created different pages for its

famous products: for Dairy Milk, Wispa, Crème Egg, Bourneville and Hot Chocolate.

• Each product got an own competitions and sends out its own content, allowing the Facebook fan to choose which one they want to receive information on, depending on preference.

Also: • In order to celebrate reaching 1 million

Facebook ‘likes’, Cadburry’s Dairy Milk ran a promotion which used teaser ads and live streams leading up to the unveiling of a giant Facebook ‘like’ thumb, made out of Dairy Milk. In order to increase Facebook engagement.

Results :• Increase of 40 000 Facebook fans and more

than 350 000 people who got involved.

Facebook Strategy

Twitter Strategy• Use different Twitter account for each

products.• Successful Twitter advertising: the

campaign promoting the new Wispa Gold increased ‘positive’ mentions by 1800%.

• In addition, the ‘Retweet for Sweets’ saw engagement levels of up to 25%.

• More than 20 tweets per day.

Most of tweets are either repurposed from Facebook or are retweets of other users that have mentioned the brand.They occasionally respond to @mentions.

• 2 pinterest with 43 and 46 boards with 975 posts in Instagram but it is not updated regularly.

Pinterest & Instagram

3 youtube channel, 2 have more followers, then content is regularly updated.

Important : Pinterest&Instragram are not the main social media tools for Cadbury UK, youtube is used to show their videos after putting them in the website , it is also mixed with the G+ strategy .

Youtube

Apply Cadbury Strategy to a hotelBe present on the same platforms used by Cadbury , by :

Using google hangout to talk with customers and launch discussion about how to improve the hotel services and implant new procedures.

Using g+ in order to get suggestions when building an hotel or renovate it, in order to always meet customer expectations.

In order to generate online purchase, and deliver exclusive service and products which will allowed to deliver an unique experience and make the difference.

Also be present on other specific media like Tripadvisor, and responds quickly and effectively to all the comments (bad or good) in order to create a good relation with existing cutomers.

http://www.socialknowledge.co.uk/blog/cadbury-on-social-media-what-lessons-can-we-learn-from-this-huge-brand

https://econsultancy.com/blog/8661-cadbury-turns-to-google-to-launch-bubbly-bar

https://econsultancy.com/blog/62382-how-cadbury-uses-facebook-twitter-pinterest-and-google/

http://blog.e-marketing.fr/cadbury-construit-un-jaime-geant-en-chocolat-pour-ses-fans/

http://www.digitalfire.co.za/blog/a-social-media-case-study-cadburys-brand-leading-by-example/

Links