Posted on : 2022-09-18 20:53:20
Article : Good morning, Monday Management Solution for TASK 208- In this Cadbury’s campaign the biggest challenge, the marketing and ad company team found was negotiating partnerships with 16 unrelated brands and persuading them to take part in the hunt…
After reading our Friday Good Evening Management TASK 208 and reading this solution you would find that this campaign is truly an interesting marketing strategy for Cadbury brand. For 2019 Cadbury’s Crème Egg Hunting session the biggest challenge the marketing and ad company team found was negotiating partnerships with 16 unrelated brands and persuading them to take part in the hunt. The negotiating stance was simple – if they worked with Cadbury, consumers would be looking at their adverts more intensely than before. Based on this premise, the team managed to sign up Google, Unilever, LVMH, Lionsgate, Tesco and Honda. Even cosmetics brand -Benefit hid eggs across its own website.
With the partners in place, Cadbury drove awareness that the hunt was back and explained what people had to do, but crucially did not yet reveal the special location of the eggs. Then in phase two, Creme Eggs were hidden in the print, digital and outdoor advertisements of the partner brands. Consumers simply had to find an egg, take a picture and upload it to HuntTheWhiteCremeEgg.com. There they could digitally unwrap it to discover whether they had uncovered a rare white Creme Egg or won a cash prize of £10,000.
Clues were posted across social media hinting which brands might be hiding the eggs. On YouTube, Cadbury used the first un-skippable five seconds of ad space to signpost that an opportunity to hunt was coming and that the egg was hidden in the following skippable seconds. The MailOnline ran a Creme Egg ‘Scour Hour’ across three pages, including the homepage, following readers across their journey on the site. The first message drove awareness of the hunt, the second told the consumer they were ‘warmer’ to the page hiding the egg and on the final page the team hid the egg. Other placements gave clues to different locations where eggs were hidden, thus driving more attention to the partners’ ads.
Cadbury also joined forces with the Metro and Time Out to hide eggs both within content and adverts. Inside the magazines, readers were given hints that they were getting ‘warmer’ or ‘colder’ to the page with the egg. Across outdoor the team used a range of large format sites in high footfall locations, including the 16-panel site at London’s Waterloo Station. To drive urgency, Cadbury also erected point-of-sale panels outside retailers, using live poster technology to countdown the number of days left and the number of eggs remaining in that particular region.
2019 Cadbury’s The hidden egg hunt campaign was a hit. Cadbury received more than 635,000 entries in just three months and increased Creme Egg sales by 45% compared to 2018, significant growth for a brand that is already number one over the Easter period. The campaign saw Cadbury win the 2019 Marketing “Week Masters award” for sponsorship and partner marketing, increased dwell time on the partners’ ads by up to 10 times. In addition, the search for the Creme Egg stopped consumers skipping ads, achieving view-through rates of 44% on YouTube, compared to the 10% to 15% benchmark.
End point- This campaign makes many to recall age old Jungle Book, Spiderman themes-based campaigns and many likes of campaigns by many MNCs and local brands. Behind these campaigns the main intention is to retain the existing consumer and to add new consumers to their brands as well to maintain top of the mind brand recall. This brand’s campaign content is a reshared.
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