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Cadbury?s chocolate-matching campaign sweetens mobile strategy

Cadbury achieved a 70 percent click-through rate on mobile in a campaign that introduced consumers via personalized video to their matches in Dairy Milk chocolate products.

The confectioner had a 65 percent click-through rate and 33.6 percent conversion rate in the campaign when it matched a Dairy Milk flavor to users? age, interests and other information from Facebook profiles. The campaign, which ran in Australia, is an example of how transaction-oriented brands and retailers can leverage mobile and social to build customer engagement.

?The big news here is that thanks to the unique combination of Facebook and mobile, this innovative, unmatched campaign was possible,? said Ronit Soen, head of marketing for idomoo. ?Users bought chocolate in the store, attached the QR code to their friend, the receiver, by typing in the friend's mobile phone and sent their personalized video greeting through the mobile device via an SMS.?

Emotional engagement
In Australia, Cadbury offered ?Flavourism,? an integrated campaign inviting Australians into the world of Cadbury?s Dairy Milk.

Cadbury gift offering.

Consumers were invited to connect via pay-per-click and unpaid social postings using banners. 

Once they clicked via Facebook Connect, Idomoo technology used photographs and information on their profiles to build personalized videos.

Attesting to the powerful emotional engagement the campaign created, 90 percent watched their personalized video to the end.

Sixty-five percent clicked through. And 33.6 percent converted by filling out a contest form. More than 40 percent of additional campaign participants arrived from Facebook shares alone. 

In India, Cadbury used Idomoo?s automated social campaigns to promote its gift offering, Cadbury Glow. Consumers could present someone with a personalized video that incorporated Facebook photographs. Givers only had to visit the Cadbury Glow site connect with Facebook, and provide details about the recipient and occasion. 

As a retail brand, Cadbury has no CRM data about its users, limiting it to one-to-one marketing channels and campaigns, according to Ms. Soen.

?Assuming that its customers are highly engaged with Facebook, Cadbury was interested in kicking off a compelling launch campaign of personalized video based on a Facebook application that can be displayed on mobile, the ultimate internet channel for its fans,? she said.

Users were exposed to pay-per-click and unpaid social postings using Cadbury?s agency?s creative content, driving them to click through to Cadbury?s Facebook App, created with Idomoo?s Social. 

Based on Facebook-profile information such as age, interests and which pages they liked, they were matched with a Dairy Milk flavor.

A personalized video generated from profile pictures introduced them to the flavor. 
Campaign participants were also invited to enter a competition after they watched their video.

Cadbury?s parent, Mondel?z, is growing skillful at leveraging social data, part of a digital and mobile marketing ramp-up.

Already a big advertiser on Facebook, Mondelez is consolidating the spend into a global strategic partnership as a way to drive value, gain early access to new ad products and make way for collaborative technology solutions.

For Mondelez, mobile and digital marketing is expected to account for 18 percent of the company?s global media budget this year, up from 13 percent last year. 

Shifting spending
Globally, Mondel?z reports it is shifting more of its media spending to digital, especially social and mobile.

The decision to put a bigger focus on mobile and social reflects an attempt to deliver brand messaging to consumers where they are increasingly consuming media.

Leveraging automated social.

At the same time, Mondel?z is keen on digital because, according to the company, it has twice the ROI of traditional media and allows the company to influence consumers at the point of buying.
Cadbury?s campaigns are winning fans on mobile.
?In general, 50 to 60 percent of the views of our campaigns come from mobile,? Ms. Soen said. ?In these campaigns, the target audience was younger and hence mobile engagement was greater.? 

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.