Categories Name : SPECIAL AWARDS

Sub-Category :Most Effective Use of AI, data analytics, machine learning for a Campaign and Business Optimisation

Entry Name (Campaign) :Not Just A Cadbury Ad

Results

The campaign reached 18Mn+ consumers across Facebook and YouTube over 2 weeks and witnessed a remarkable 14.4% uplift in Ad Recall and 5.9% uplift in consideration, garnering 10Mn video views along the way.

The campaign received an overwhelming reception, achieving 38% VTR against a category benchmark of 5% on Facebook i.e., a whopping 8x higher than average.

The campaign also garnered earned media and free PR valued at $1.5Mn, and even got mentioned by some of the most reputed business leaders.

Most importantly, the campaign restored trade sentiment as small retailers saw a 10% Growth in Sales. Moreover, 16K new retailers added Celebrations to their stock, increasing the Celebrations retail network to 0.35 Mn. stores.

The campaign helped double the contribution of eCom gifting to overall business & helped drive growth of 2.2% v/s a planned decline of 25% due to the pandemic.