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鈥淐hocolate鈥?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 Darnell Savage Jr. Jersey , they have used Facebook Marketing as part of its marketing strategy to promote 鈥淒airy Milk鈥?a brand which is trying to take the quintessential desserts position post-dinner with the tagline 鈥?鈥淜haney ke baad such (kuch) meetha hojayey鈥?


Cadbury India Story
Entering the Indian market in 1948, Cadbury is a well-known and much-loved brand, owned by Mondel膿z 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 鈥渂adhti dosti ke naam鈥?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 鈥淒airy Milk鈥?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 Rashan Gary Jersey , 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:


鈥?5.8% increase in top-of-mind awareness
鈥?5.1% increase in brand consideration completely attributed to Facebook
鈥?5.7% incremental reach over TV

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