Media > Sectors
AOL, Dulles / MONDELEZ INTERNATIONAL / 2017
Overview
Credits
CampaignDescription
The big idea was to inspire millennial parents to create and celebrate “shared moments of joy”, and to associate and include Buttons in these little everyday rituals through a combination of engaging content speaking to our target audience as well as a customisable virtual reality experience allowing parents and children to immerse themselves in their own personalised “Memory Lane”, where street signs were updated to reflect the names of their children and posters were filled with favourite photos imported from their camera or Facebook.
Execution
Cadbury Memory Lane, a customisable virtual reality experience, let parents immerse themselves in their own personalised Memory Lane, where street signs were updated to reflect the names of their children--- and posters were filled with favourite photos imported from their camera or Facebook.
And all of it was available for parents to view and share on their mobiles, desktops or on a VR headset.
To help bring Cadbury Memory Lane to our audience of millennial parents, we supplied branded VR Google cardboards to bloggers and influencers from Channel Mum, allowing them to experience their films in full virtual reality.
The virtual reality experience was complimented by inspirational branded content, with editorial and video content created especially for Cadbury Buttons, which was showcased in the HuffPost Parents’ Family Time section.
Last but not least the campaign was amplified across mobile, video and display to drive awareness and engagement.
Outcome
Almost 100,000 unique users visited the Memory Lane site and created 5,000 custom films.
The content delivered 163% above target and reached 709,000 unique users with 1.4 million video views of the branded video content. The Channel Mum influencer videos were viewed over 274k times, with activity across ambassador social channels reaching over 2 million amazing mums.
?Cadbury Memory Lane contributed to a shift in brand perception with an additional 615,000 new shoppers during the campaign compared with the previous year.?
Affinity towards Cadbury Buttons for millennial mums who buy chocolate treats once a week rose by +9.3% and intention to purchase regularly increased from 20% to 29%
The number of mums who rated Buttons as bringing families together rose significantly from 44% to 58%. More impressively respondents post influencer exposure halved Kinder on the same metric from 41% to 23%.
Relevancy
It’s the oldest cliche in the book that time moves quickly when your children are growing up. We rush through life and capture so many amazing childhood moments on our phones. But more often than not, that’s where they remain: on our phones and other devices, where no one can share or enjoy them.
Through research we knew that the best way to engage time-poor millennial parents is through snackable, heart-warming and entertaining content that relates to their lives and families.
Strategy
It’s the oldest cliche in the book that time moves quickly when your children are growing up. We rush through life and capture so many amazing childhood moments on our phones. But more often than not, that’s where they remain: on our phones and other devices, where no one can share or enjoy them.
Through Content Moments research we also knew that the best way to engage time-poor millennial parents is through snackable, heart-warming and entertaining content that relates to their lives and families.
Combining these insights our strategy was to draw parents in through bespoke content encouraging them to create a shared moment of joy with their children, and to give them the ultimate tool to capture and more importantly, share, these small but special everyday memories with “Memory Lane”.
Synopsis
Cadbury Buttons have been around since 1960 and many of us over the generations remember them fondly as a staple childhood treat.
However, a lot has changed over the last few years. The main development has been this level of nostalgia has become diluted resulting in a loss of both rational and emotional engagement between modern mums and the brand. The lost connection with their traditional target buying audience plus increased marketing spend and innovation from their nearest competitor Kinder caused Cadbury sales to decline dramatically.
This situation required a new way of thinking so the brand challenged with three key objectives:
- Introduce the Buttons brand to a new generation of millennial parents.
- Establish an emotional connection between these parents around shared moments of joy.
- Increase awareness and advocacy of Buttons, in turn driving sales growth vs their main competitor Kinder.
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