Best practice from CMW.
As all chocolate fans know, Cadbury’s Creme Egg is an annual treat and only on sale for three to four months a year (from the start of January to Easter). Because of the nature of the product, it is effectively relaunched on an annual basis, and so brand awareness is critical in driving sales.
In 2008 there was an added challenge: a new creative approach. The iconic ‘How do you eat yours?’ tagline was replaced by ‘Here today, goo tomorrow’, which was partnered with the visual theme of Creme Eggs desperately trying to splatter themselves and release their inner ‘goo’.
As a yearly phenomenon associated with a special time of the year, Creme Egg generates a lot of topical buzz. As well as this, Creme Egg fans tend to be young adults with a sense of fun. With these two things in mind, CMW decided to capitalise on the buzz-ability of Creme Eggs by running an online campaign across several channels, including work in the mobile space and across social networking site Bebo.
Using the ‘Here today, goo tomorrow’ theme, the campaign focused around the Creme Egg’s compulsion to splurge, splat and ooze their gooey content all over the place.
This creative theme of eggs intent of committing ‘gooicide’ (suicide) was executed across:
- A microsite
- Mobile (WAP site and games)
- Bebo (including content integration into Bebo’s drama series Kate Modern)
- Spoof editorials on Yahoo
- Specially commissioned episodes of cult internet cartoon characters Weebl and Bob (goovies.co.uk)
- Online display advertising
- Paid search
- Interactive bus and tube panels
- Text links in MSN messenger to the specially created games on the microsite as well as rich media inside MSN messenger
- And, finally, emails to the Cadbury database
In terms of overall awareness, the campaign exceeded its objectives. Interaction rates were higher than previous campaigns with the Bebo profile attracting almost 20,000 friends, 130,000 page views and more than 2000 comments.
More than 8,000 people installed the Bebo application and 105,000 people – more than double the target number – downloaded the free mobile game. The Kate Modern episodes incorporating Creme Egg were in total viewed almost half a million times, while the Weebl & Bob episodes clocked up almost three quarters of a million page views.
In total, the campaign led to some 111,000 new customer records being added to the Cadbury database, while the microsite received more than 400,000 unique visitors and 3.3 million page views. The average visitor to the microsite visited eight different pages within it and spent 4.38 minutes on the site.
The online display advertising was also an exceedingly successful element of the campaign, generating almost three quarter of a million click-throughs to the campaign microsite.
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