CADBURY’S

SOCIAL MEDIA
MARKETING

FATHIMA MINA
TEAM NO.9
 INTRODUCTION

Cadbury is a British multinational company owned by Mondelez International. It was

established in 1824, by John Cadbury in England. It is the second largest confectionery
brand in the world. It is internationally headquartered in Uxbridge and currently operates in
more than 50 countries.
SOCIAL MEDIA MARKETING

Social media marketing is the use of

social media platforms and websites
to promote a product or a service. It
helps to connect with our audience, to
build our brand, increase sales and
drive website traffic.
CADBURY AND SOCIAL MEDIA
MARKETING
Cadbury appears to be readymade for social media marketing as it is a
historic brand with products that people love.

• The various platforms on which Cadbury is present are Facebook,

Twitter, Pinterest, Instagram, Snapchat etc..
•Cadbury uses various techniques to make sure that their audience are
attracted to their content

•Cadbury frequently promotes their latest products, on social media and

they vary their posts about each product, adding a creative spin to them.

• They also regularly share recipes that people can make at home using
Cadbury’s chocolate.

• Their strategists have not only relied on their long name and quality of
products , they proved to be the best strategists by building new ideas and
keeping audience involved on social media.
 SAMMIE’S AWARD 2018

CADBURY’S DIARY MILK SILK HAS RECEIVED THE

SAMMIE’S GOLD AWARD FOR THE BEST SOCIAL MEDIA
BRAND ( OCCASSIONAL MARKETING) IN THE SPECIAL
CATEGORY OF AWARDS.
VARIOUS SOCIAL MEDIA
PLATFORMS ON WHICH
CADBURY IS ACTIVE
Cadbury has a number of facebook pages. Their primary facebook page is
the Cadbury UK page, with 7.8 million followers. Along with this Cadbury
has separate Facebook pages for Cadbury world as well as for some of its
most popular products. The Cadbury Diary Milk page has the highest
number of followers i.e. 16.6 million.

Each page publishes its own content and all the pages are updated on a daily
basis with brand-related content, ranging from straightforward product
promotions to recipe ideas.

In general each of Cadbury’s post attracts thousands of likes and tens of

comments, which the social team does a good job of responding to.
THANKS A MILLION

24 workers

2 days

1 giant thumb
 RESULTS

16% - 33% engagement rise

40000+ facebook fans

350,000+ people actively involved in the campaign.

Just like on Facebook , Cadbury have different pages for Cadbury World,
Diary Milk and other pages based on different geograpical locations and
products. Among these Cadbury UK has the highest no. of followers i.e.
312.1k followers , followed by Cadbury Diary Milk with 103.9k followers,
Cadbury World with 58.4k followers.

Cadbury doesn’t directly provide customer service from twitter, instead

they have provided a link in their bio to get in contact with their customer
service. Cadbury conducts various kinds of competitions to make their
contests trend in twitter. Cadbury posts attractive mini clips on twitter
about their product launches. Even though Cadbury is active on twitter,
unfortunately they haven’t achieved as much success as they got on
Facebook.
Instagram is a free photo and video sharing app owned by Facebook.
Cadbury was one of the first brands to advertise on Instagram, using the
platform to build the brand, showcase creativity and inspire their
audience.
Cadbury has 21 official Instagram accounts.
Cadbury UK has 238k followers , 180k followers on Cadbury Diary Milk
Silk , Cadburyworlduk with 55.9k followers etc…
CADBURY WITH INSTAGRAM CREATIVE
SHOP
The Instagram Creative Shop worked with Cadbury‘s digital and media agency to shape an idea to
delight people as they scroll through the Instagram feed.  This was done as a part of an advertising
campaign which ran across TV and print, Cadbury Dairy Milk also wanted to leverage Instagram to
help build on its messaging of “Free The Joy.”

OBJECTIVES
•To elevate a creative feeling with around the brand’s packaging
• To create little moments of joy using the wrappers of the various
iconic products in the Cadbury Dairy Milk range.
•They teamed up with a paper-folding artist for this. 
• These light-hearted expressions of joy were shot in a variety of
everyday settings where people might enjoy a bar of chocolate. 
 RESULTS

• There was a 20 point lift in ad recalls.

• An eight point lift on the campaign message

association to the tagline.

• The strongest increase came from the 25-34 age

segment which was the primary objective of
the campaign   
Pinterest is an American image sharing and social media service designed to
enable saving and discovery of information on the World Wide Web using
images and on a smaller scale animated GIF’s and videos, in the form of pin
boards.

Cadbury’s primary board on Pinterest is ‘Cadbury UK’, it has 2k followers

with 1.8m monthly unique viewers. Cadbury have six official active Pinterest
boards and a huge number of fan created boards serving images and clips
relating to different Cadbury products.
6.5k followers 7.8k monthly unique viewers

CADBURY RECIPES

This board shares pictures of a variety of unique dishes that is made using different
Cadbury products, even though chocolates are used as an ingredient all of them are
not chocolate centric products.

AIM
To attract a category of home bakers, amateur chefs , home makers,
little chefs or beginners who would surf Pinterest for cooking ideas and recipes, even
though the pictures of the dishes does not represent Cadbury products as a whole, they
are immersing into the minds of the users the image and usage of the brand’s products.
Just like on the other platforms, Cadbury has more than one account on Youtube
too. They have divided their Youtube channels on the basis of geographical
location product variations. Their primary Youtube channel has which is just
“Cadbury” alone has 402k subscribers.

Cadbury airs a variety of eye catching and customer luring ads and mini clips of
their products. They also post cookery show videos of unique dishes that can be
prepared using Cadbury products. For E.g. a pizza is made using the Cadbury’s all
time popular Creme egg. Along with this, once in a while Cadbury also posts
socially informative videos based on different topics which really serves a positive
message to it’s viewers. Cadbury also posts clips in association with different
festives and occassions on Youtube.
Snapchat
Snapchat  lets you easily talk with friends, view live stories from
around the world, and explore news in discover. 

One of the most popular social media apps out there, Snapchat
gives kids and teens what they really want. It provides a simple
way to share everyday moments while simultaneously making
them look awesome. And unlike Facebook and Twitter, which
record and broadcast everything you do, Snapchat uses
messages that are meant to disappear.

The essential feature is to take a picture or video, add filters, lenses or

other effects and share them with friends.
 CADBURY CONTRIBUTED HALF OF IT’S
DIGITAL BUDGET TO SNAPCHAT
During the year 2016, Cadbury smashed it’s campaign
targets and enhanced their engagement on social
medias by betting half it’s digital budget on Snapchat.

SNAPCHAT FILTERS
Snapchat maps your face and then can
add features in real time. Crucial things like
making you look like a dog , making you vomit
a rainbow, filters based on different occasions and
festivities and many more fun and creative filters.
CADBURY’S CRUNCHIE
• Cadbury’s Crunchie consumed half of digital ad budget on Snapchat lenses. They boldly
spend this amount and set itself a target of achieving 10 million views.
• The filter was launched with association to the brand’s ‘Friday feeling’ slogan.
• Cadbury created three different filters for its Crunchie campaign.
• The filter was made available on Fridays of the last three weeks of May 2016.
• It was done accordingly because Cadbury wanted to build a buzz around its products as
part of it’s ‘Friday Feeling’ strategy.
 RESULTS
As previously mentioned, the 3 filters rolled out over 3 consecutive Fridays were targeted
with achieving 10 million views. They absolutely smashed this target, with the first filter
“the golden disco ball” alone achieving 9 million views, nearly hitting the over-all
campaign target after just 1/3rd of the campaign was rolled out.
 WHY SNAPCHAT ?
It costs between $100,000 to $750,000 for sponsored lenses for a duration of 24 hours.

Cadbury’s sales of single bars such as Crunchie bars ware declining and they realized that
this was due to the failure of traditional marketing channels to attract the right target
population.

Cadbury successfully possesses two factors which is required by any brand to be successful
in the snapchat ad world.

The target customers of both snapchat and the brand should be consistent.
Snapchat had around 100 million active users during that time among which 55 million were
from the age range of 16-24.
Doubtlessly, Snapchat was the best platform for Cadbury to communicate with
it’s younger target customers.

The content is always the key to increase the reach of its promotions, whether
it be any medium of marketing.

The fun element was the format’s biggest challenge in Snapchat sponsored
lenses and geo-filters.

Cadbury’s gold disco ball is a successful example to this.

It accurately caught the target customers’ preferences , using exaggerated
content and unique content.

It’s really hard for users to say ‘NO’ to these funny lenses.
 FINDINGS AND SUGGESTIONS
Cadbury is a brand which is much confident in investing in social media’s promotional
tools as much as it is contributes to other mediums.

They have a good digital media team which chooses appropriately what kind of
content to post on which medium.

Cadbury conducts several interesting contests online in order to ensure the active
participation of their audience and also to keep them on board.

Cadbury also provides products or services as gift to the winners which are really
worth their time , which boosts participation level and keeps in track the consumer’s
interests.

All of these have increased the engagement of the users, boosted brand loyalty as well
as attracted new customers to the market.
Cadbury ensures that the contents they post on social media are in tally with the dynamic
environment because they get involved with trending hash tags, current events and
holidays.

They have also developed a series of their own hashtags that tie in with their running
campaigns and the frequent contents they post.

Cadbury is very innovative with it’s marketing techniques on the social media platform.

Cadbury conducts activities online in association with their ongoing campaigns.

Even though Cadbury is doing well on social media some of their accounts are barely
active. It would be better if they carry on their activities to the inactive pages too, this
would again boost the reach of the contents and hence increase sales.

Cadbury is interacting to their audience only through their feeds, when it comes to
comments, they don’t reply to all of them, but the ones to which they respond they does
so in a very polite manner. I think it would be better if they try to improve their responds
to the comments too.
 CONCLUSION

To sum up Cadbury is doing well on the social media as

they are successful in reaching all the categories of their
customers by feeding quality contents which keeps their
customers entertained and also keeps them in a track with
current festivals or occassions. Cadbury has also ensured
that they get sufficient returns on what they have invested.
Cadbury has also become a pioneer in advertising in some
of the platforms mainly Snapchat.
THANK YOU!