Cadbury Dairy Milk is looking to embrace real time marketing (RTM) activity after it capitalised on last week’s Brit Awards as part of the final stages of its eight-week ‘Free the Joy’ campaign.
Last Wednesday marked the first time Cadbury attempted ‘storytelling at scale’ with a live RTM session held at PR agency GolinHarris’ real-time communication centre, The Bridge, managed by a 10-strong team from Cadbury and its agencies GolinHarris, PHD and Gravity Road.
Selected due to its synergy with the campaign, The Brits enabled Cadbury to infiltrate related conversation rapidly identifying the most engaging tweets and pushing them out through targeted paid media, generating 3.3m impressions and 10,000 new followers.
Conversation was also pushed out to commuters missing the live broadcast through rail and tube digital OOH.
Of the activity, brand manager Kate Walls revealed: “This event had a natural synergy with our Cadbury Dairy Milk campaign, which has been largely focused around freeing the joy, so we wanted to add an extra bit of fun to fans whilst they watched TV. We are delighted with the results proving social media allows us to execute storytelling at scale. The key to success was planning ahead and creating playful and relevant content whatever scenario arose.”
Cadbury has revealed it is now keen to include RTM in future campaigns providing there is a strong synergy and brand fit.