8/14/2019 Facebook Case Study Creme Egg

http://slidepdf.com/reader/full/facebook-case-study-creme-egg 1/1

Success Story

Their Story

Their Solution

Their Goal

Their Success

Cadbury Creme Egg

Putting the jigsaw together

Our three-pronged solution was to focus on News Feed

(because that’s where consumers are), increase media

spend to ensure reach, and develop a new content

approach to make each piece stand out.

The Publishing Garage was a brilliant catalyst for

this. Getting all of the stakeholders involved in this

campaign together – including our creative agency,Fallon; the media team, Phd; and the digital team from

Elvis – was really important. After two days everyone

was completely bought into what our tone of voice and

visual style should be. When we got everyone working

out the four content pillars it was just a beautiful

moment where you could feel the jigsaw puzzle falling

into place in everyone’s head.

Before the Publishing Garage our brand had a less

consistent tone of voice – and consumers really feel that.

If they don’t know why you’re there and your brand’s

personality doesn’t show through its content, then you

jar in the News Feed and people will ignore you.

The next step was to put together a specific News Feed

publishing strategy. We wanted to make sure that rather

than trying to get across the entire campaign message in

every single post, we were creating a rhythm throughout

the course of the campaign.

Finally, we were completely targeted on what we call the

‘Strategic Value Consumer’. Given Facebook

abilities we knew that every pound we were

would go to exactly the right people.

Products used

• Page Post Ads

Objectives solved

• Reach a mass audience efficiently

• Engage the audience effectively

This is going to completely change how we do social going forward, and huse Facebook for business.

Sonia Carter, European Head of Digital Marketing

The sweet taste of success

Facebook drove almost as much consideration as TV for

a third of the investment, which is phenomenal.

• 21% unique reach beyond TV

• 15 million people reached

• +6 million on mobile

• 4x uplift in purchase intent via Facebook + TV than

TV alone

We’re now doing storytelling at scale and focu sing on reach and impact ratherthan deeply engaging small numbers of fans. This is a positive cultural shift

for our organisation.Sonia Carter, European Head of Digital Marketing

Our business objective was to reach 16-24-year-olds

buying single Creme Eggs. As this demographic under-

indexes on TV and over-indexes on Facebook, it wasthe opportunity we’d been waiting for to really see if

we could shift the needle with our brand metrics by

approaching Facebook in the same way, or in an even

more rigorous way, than we would our traditional

advertising. At the same time, we were looking at cross-

media efficiencies – so making TV perform better, but

also making it work harder for Facebook.

Moving the needleHatching a plan

As an FMCG company we need to reach tens of millions

of people, which is all about good creative that gets

in front of as many people as possible from our targetaudience. Prior to Creme Egg digital’s power was its

capacity for deep engagement, but these days it’s more

than that. There’s no reason now why we can’t reach

tens of millions of people on Facebook and make a

meaningful impact on purchasing behaviour.

4xuplift in purchase

intent throughFacebook + TV

versus TV alone

21%unique reach

beyond TV

15munique people

reached

How do you reach yours?

When Cadbury Creme Egg shifted its strategy to

focus on reaching 16-24-year-olds at a meaningful

scale in the Facebook News Feed, it saw business

results that rivalled TV for efficiency. European

Head of Digital Marketing Sonia Carter explains

18%brand

consideration viaFacebook. Equalto TV for 1/3 the

cost