Categories Name : Web

Sub-Category : Best Campaign- Online Advertising and Digital Direct Response

Entry Name (Campaign) :Not Just A Cadbury Ad

Results

The campaign reached 20Mn+ consumers across Facebook over less than a month and witnessed a remarkable 40Mn views along the way.

Campaign received an overwhelming reception. Setting new viewership benchmarks (VTR) across platforms for CPG. It achieved a 40% VTR against a category benchmark of 5% on Facebook i.e., a whopping 8x higher than average. The VTR also outperformed the best on YouTube for CPG by 5%. Highest ever engagement rate @2% against the Mondelez average of 0.3%. The buzz generated by the campaign was evident from the humungous free PR valued at $1.5 million. CAMPAIGN RESTORED TRADE SENTIMENT AND GREW BRAND DISTRIBUTION BY 14%. OVER RAKHI 2020. Celebrations added 16,000 NEW STORES in traditional trade (small shops).

AVERAGE STOCK PER STORE ALSO INCREASED BY 26%. (i.e., more celebrations gift boxes stocked per store). Impact soared when influential voices across business, media, fashion, sports, and art shared it organically and urged people to support local businesses.

The campaign even entered dark social, with the video being circulated in multiple What’s app groups organically. HOWEVER, THE BEST THING ABOUT THIS DIWALI CAMPAIGN WAS THE SATISFACTION OF BEING TRUE TO OUR BRAND PURPOSE - BEING GENEROUS AND INSPIRING GENEROSITY WHEN NEEDED THE MOST.