Cadbury’s seasonal sweet, the Creme Egg, saw a shake-up in its strategy with Facebook driving almost as much consideration as TV for a third of the investment.
The move consisted of a three-pronged solution: to focus on News Feed because that’s where the consumers are; to increase media spend to ensure reach; and to develop a new content approach to make each piece stand out.
“As an FMCG company we need to reach tens of millions of people, which is all about good creative that gets in front of as many people as possible from our target audience,” European head of digital marketing Sonia Carter said. “Prior to Creme Egg digital’s power was its capacity for deep engagement, but these days it’s more than that. There’s no reason now why we can’t reach tens of millions of people on Facebook and make a meaningful impact on purchasing behaviour.”
She added: “It was the opportunity we’d been waiting for to really see if we could shift the needle with our brand metrics by approaching Facebook in the same way, or in an even more rigorous way, than we would our traditional advertising.”
Carter said that the results which Mondelez saw from its move to social led to business results that rivalled TV for efficiency, leading to four times the uplift in purchase intent through Facebook and TV versus TV alone.
“We’re now doing storytelling at scale and focusing on reach and impact rather than deeply engaging small numbers of fans. This is a positive cultural shift for our organisation,” Carter added.
Mondelez used Facebook page post ads to promote the brand, as it aimed to reach a mass audience efficiently and then effectively engage this audience.
The ‘storytelling’ campaign used Facebook’s targeting abilities to make sure the right audience was reached, while the publishing strategy looked to create a ‘rhythm’ throughout the campaign, instead of simply pushing the campaign message.
Discussing the involvement of Mondelez agencies, Carter said: “The Publishing Garage was a brilliant catalyst for this. Getting all of the stakeholders involved in this campaign together – including our creative agency, Fallon; the media team, Phd; and the digital team from Elvis – was really important. After two days everyone was completely bought into what our tone of voice and visual style should be.
“When we got everyone working out the four content pillars it was just a beautiful moment where you could feel the jigsaw puzzle falling into place in everyone’s head. Before the Publishing Garage our brand had a less consistent tone of voice – and consumers really feel that. If they don’t know why you’re there and your brand’s personality doesn’t show through its content, then you jar in the News Feed and people will ignore you.”
Overall, the campaign led to 15 million people reached, with over six million from mobile. There was 18 per cent brand consideration via Facebook, as well as a 21 per cent unique reach beyond TV.
Jerry Daykin, European social media marketing manager for Mondelez International and one of this year's Social Buzz Award's judges, is set to speak at The Drum's Social Buzz event tomorrow as part of during Social Media Week: The Good, the Bad and the Ugly.