FACEBOOK MARKETING STRATEGY –

CADBURY CASE STUDY

“Chocolate” the one thing that everybody consumes right from a toddler to the 100-year old man is
the most derated product and is expected to market by itself. Who really takes it seriously???
Cadbury India, they have used Facebook Marketing as part of its marketing strategy to promote
“Dairy Milk” a brand which is trying to take the quintessential desserts position post-dinner with the
tagline – “Khaney ke baad such (kuch) meetha hojayey”.

Cadbury India Story

Entering the Indian market in 1948, Cadbury is a well-known and much-loved brand, owned by
Mondelēz International. Cadbury remains at the top of the Indian chocolate market because of its
quality products and the memorable ways it communicates with consumers.

Cadbury Business Goal

The confectionery brand wanted to measure the impact Facebook would have on its 2-month
“badhti dosti ke naam” multichannel campaign, which shows people building friendships by sharing
Cadbury Dairy Milk.

Cadbury Strategy
Cadbury used Facebook Marketing to build on top of the 30 sec TV ad that they have created using
this sweet saas-bahu (mother-in-law daughter-in-law) duo to use their brand “Dairy Milk” as a tool
to build friendship and rapport. Most of us who have been married definitely understand the beauty
and the enigma that the relationship between this duo brings to our lives so this interesting concept
of sharing something sweet to explore a bridge connected with the audience on an emotional level.
To position itself as a way for people in India to grow their friendships, Cadbury ran a 2-month cross-
platform campaign, including digital and traditional channels.

The brand created a 30-second TV commercial featuring a mother and daughter-in-law dancing in
the street while sharing a bar of chocolate, and ran it as a video ad on Facebook.

Results:
Using Reach and Frequency as parameters on Facebook Cadbury India encouraged its audiences to
spread the campaign, share the campaign with their friends.

They could achieve:

• 5.8% increase in top-of-mind awareness

• 5.1% increase in brand consideration completely attributed to Facebook

• 5.7% incremental reach over TV

• 8.1% incremental reach over light TV viewers

• 2.8% increase in spontaneous awareness

• 10X impact on Facebook advertising spend