Best practice from CMW
Background and challenge
Cadbury Creme Eggs are only available for a limited period every year, and so it is important that the marketing campaign for them has impact and generates interest and sales.
CMW were briefed to create a playful campaign around ‘goo’ for the 2009 Easter season.
CMW decided to use social media to engage its target audience of 16-24 year old Creme Egg fans and social networking users.
To do this it developed a campaign with three main strands – a DM pack, digital push including a website/game/social media and an online ad campaign.
1. DM Pack and website
A limited edition direct mail pack was launched, with the aim of driving recipients online to social media sites such as Bebo and Facebook to talk about Creme Eggs.
The direct mail looked like a ‘fragile’ package which had been defaced by the Eggs in the hope that the pack would be treated badly, and that as a result, they would get to ‘splatter their goo’ everywhere.
Recipients of the packs were chosen on the basis of their engagement in the 2008 campaign, with only the biggest online brand advocates receiving the package, which contained free Creme Eggs.
As part of the campaign CMW has also built Creme Egg profiles on Bebo and Facebook, a blog-based website at www.cremeegg.com which includes a highly addictive game, and a YouTube channel at www.youtube.com/user/CremeEggGooTube
2. Creme egg online game and email driving traffic to site to encourage playing of game
CMW created an online game - The Great Eggscape – for Cadbury Creme Egg . The central character is Sir Eggbert Shellby who is chief curator at the Museum of Eggs.
Eggbert Shelby is a collector of rare eggs and for this reason Creme Eggs, which are only available from January 1st until Easter, are a highly prized item.
The game illustrates the tension between the Creme Eggs, which are driven to release their goo – it’s in their DNA – and Eggbert Shellby, who wants to preserve these rare ‘eggy’ exhibits at all costs.
- 10% increase in the number of unique visitors YOY
- 41% increase in the average dwell time YOY
- Double the number of average visits per user YOY
- 54% of visitors played 'The Great Eggscape' game
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