Results

Cadbury Celebrations embarked on a transformative journey, liberating the brand from seasonal constraints and diversifying revenue streams for sustained growth. Transitioning from a festive to a gifting brand, Cadbury Celebrations aimed to dominate the competitive birthday gifting market, reshaping birthdays into moments of profound joy. The campaign positioned Cadbury Celebrations as the ultimate gift, surpassing even the brightest stars. By leveraging data insights, the campaign focused on birthdays as prime gifting occasions, recognizing the enduring influence of the 'Happy Birthday To You' song globally. Understanding consumer behaviors around personalization and shareability, the campaign crafted emotionally resonant experiences that disrupted traditional birthday narratives. #MyBirthdaySong emerged as a groundbreaking campaign, using AI technology to create personalized birthday songs on an unprecedented scale. Harnessing mobile devices, partnerships with platforms like Bobble AI Keyboard ensured seamless and personalized birthday wishes. Results were staggering: 3.9 billion impressions, 94.5 million video views, and a high 45% click-through rate. Celebrity influencer videos garnered 2.1 million views with substantial engagement, while media coverage exceeded Rs 20 million. What set #MyBirthdaySong apart was its emphasis on personalization, seamless user experience, and strategic collaborations. By combining innovation with emotional resonance, the campaign sparked a wave of positivity, redefining how birthdays are celebrated and gifts are given. In essence, Cadbury Celebrations' #MyBirthdaySong campaign exemplifies the transformative power of innovation and emotional connection, leaving an indelible mark on the gifting landscape.