Online

Cadbury Dairy Milk Valentine's Day

The challenge

To raise awareness and drive sales for Cadbury Dairy Milk atTesco by encouraging customers to reach out to important people in their lives with a memorable, personalised gift.

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Insight & Strategy

Consumers are more likely to make a purchase from a brand that creates personalised experiences. At the time of this activation the UK was inits third lockdown with many people missing contact with friends and family.Valentine’s presented an opportunity to create an instore personalised GWP  experience that would align with customers’ mindsets.

We extended the original brief by implementing an influencer marketing overlay of the activation to increase the reach of the campaign. We used a selection of Instagram influencers with under 10,000 followers each as their perceived authenticity means they have higher average engagement and conversion rates compared with mega-influencers.

Activation

The influencer element of the experience was started ahead of the instore element when we sent a Cadbury Dairy Milk personalisation kit(including Cadbury Dairy Milk 360g bar, blank personalisation sleeve, 6 sticker sheets and an instruction card) to the homes of 100 profiled Social MediaInfluencers, who shared an authentic review of the gift via an Instagram story.

These influencers also shared information about where and when the Cadbury activation would be live through an Instagram post, with onbrand photography provided by us, aimed at shoppers already heading to store for their essential shop.

Instore customers were greeted by the contactless sampling and active selling campaign as they entered the foyer. The Brand Ambassadors’ sampling unit was made from sustainable materials with branded artwork, floor mat and bespoke ‘gift shop’ style display housing the featured product CadburyDairy Milk 360g bar, Cadbury Roses chocolate samples and the Cadbury personalisation kit GWP to encourage engagement.

Results

Brand awareness was raised by:

Influencers:
Product reviews using Instagram stories reached 30,500accounts, gaining 32,000 impressions

Publicising in-store activity reached 56,600 accounts, gained 59,500 post impressions and generated 10,300 likes, 400 comments, 400saves and 8,100 interactions.

BAs instore:
Actively engaging 28,685 customers and distributing 6,760GWP which were innately sharable, not just because it makes the perfect gift, but also by being ideal for social sharing. The featured products were purchased by 67% of customers for the first time showing the impact of the in-store campaign had on product visibility

28685

customers engaged

6760

GWP distributed

57

% sales uplift
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