Results

Cadbury Dairy Milk Silk’s “Story of Us” campaign delivered breakthrough impact on social media, turning Valentine’s Day into a deeply personal, shareable experience for Gen Z couples. At the heart of the campaign was a custom-built AI engine that enabled users to co-create over 250,000 personalized love stories, designed to be shared across platforms like Instagram Reels, YouTube Shorts, and Stories. This interactivity drove 2X higher view-through rates on Instagram and YouTube compared to category benchmarks, proving that the content didn’t just capture attention—it held it. The campaign generated 3.4 billion impressions and reached over 400 million unique users, with organic conversations fueled by custom hashtags such as #CadburySilkLoveStory, #TheStoryOfUs, and #LoveReimagined. User-generated content played a pivotal role. Couples shared their AI-generated animated stories with pride, making Cadbury Silk a part of their love language. Influencer collaborations extended the campaign’s authenticity, with creators driving engagement through storytelling challenges and behind-the-scenes glimpses of their own Silk love stories. Sales rose 15% during the Valentine’s period, aligning with the campaign’s business goal. Social-led buzz translated into tangible outcomes—brand awareness grew by 27%, and Valentine’s engagement increased by 40% year-over-year. Cadbury Silk didn’t just activate a moment—it built a movement on social media. By merging AI, co-creation, and love, the brand offered Gen Z a culturally relevant, emotionally resonant, and highly shareable Valentine’s experience. The campaign’s success showcases how social platforms can go beyond media to become mediums of personal expression, brand love, and real business impact.