We will study a product Cadbury and see how the social media campaign that they launched #SayItWithSilk helped them in gaining maximum followers and engagement. It is one of the most followed campaigns in India. Every year Cadbury launches a campaign to target audiences, with a motive of creating high engagement and brand awareness.
In the year 2015, Cadbury launched a TV commercial and uploaded the same on YouTube on 1st February with an objective of creating an atmosphere of love for the chocolate and also pursuing the viewers to make a video of their own story. The video advertisement generated more than 75,000 views within a few days of upload. The hashtag #SayItWithSilk at the end of every message generated views and marked their Twitter campaign. Their Twitter campaign started on 1st February in association with GREY Digital.
In the first tweet, they gave an idea to people of making their valentines day special. In the second and the third tweet they persuaded people to make their own valentine story and share it. They promised to give personalized doodles as well as a hamper. As a result, thousands of people replied to the tweet and shared their thoughts and their ideas. This tweet activity of theirs gained a lot of engagement. They replied to every tweet with a personalized message and also offered attractive hampers.
In the year 2016, Cadbury took an initiative and decided to send their message across masses aggressively. They collaborated with the famous Grey Digital and recreated a scene from the famous Bollywood movie, DDLJ and animated it with a motive to target all the Bollywood fans. They also created a few other videos in order to target a specific set of Cadbury audience. Just 4 days, before Valentine's day, one of the best digital agencies in India "iProspect" started releasing the series of videos online and started working on their promotions. In just a count of 4 days before Valentine's day, the videos generated 1,00,000 views and also spread excitement in everyone.
Simultaneously, Cadbury partnered with one of the most famous Digital Mobile Marketing Agency "AFFLE", with the primary objective of assembling user-generated content and also increase social media shares for the same. AFFLE brought into use the same cartoon characters and created mobile-friendly. They also collaborated with the famous e-commerce portals like Flipkart, Snapdeal, Amazon to make sure that it hits maximum people. The users were targeted on various parameters such as purchase history, choice of apps, time spent on popular mobile apps, taste, and preferences. The creative feature was that all the users were given a choice to select a message for their Valentine from a list of catchy messages. Following that, they were required to upload their photography along with the Cadbury sticker.