Facebook Case Study Creme Egg
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Transcript of Facebook Case Study Creme Egg
8/14/2019 Facebook Case Study Creme Egg
http://slidepdf.com/reader/full/facebook-case-study-creme-egg 1/1
Success Story
Their Story
Their Solution
Their Goal
Their Success
Cadbury Creme Egg
Putting the jigsaw together
Our three-pronged solution was to focus on News Feed
(because that’s where consumers are), increase media
spend to ensure reach, and develop a new content
approach to make each piece stand out.
The Publishing Garage was a brilliant catalyst for
this. Getting all of the stakeholders involved in this
campaign together – including our creative agency,Fallon; the media team, Phd; and the digital team from
Elvis – was really important. After two days everyone
was completely bought into what our tone of voice and
visual style should be. When we got everyone working
out the four content pillars it was just a beautiful
moment where you could feel the jigsaw puzzle falling
into place in everyone’s head.
Before the Publishing Garage our brand had a less
consistent tone of voice – and consumers really feel that.
If they don’t know why you’re there and your brand’s
personality doesn’t show through its content, then you
jar in the News Feed and people will ignore you.
The next step was to put together a specific News Feed
publishing strategy. We wanted to make sure that rather
than trying to get across the entire campaign message in
every single post, we were creating a rhythm throughout
the course of the campaign.
Finally, we were completely targeted on what we call the
‘Strategic Value Consumer’. Given Facebook
abilities we knew that every pound we were
would go to exactly the right people.
Products used
• Page Post Ads
Objectives solved
• Reach a mass audience efficiently
• Engage the audience effectively
This is going to completely change how we do social going forward, and huse Facebook for business.
Sonia Carter, European Head of Digital Marketing
The sweet taste of success
Facebook drove almost as much consideration as TV for
a third of the investment, which is phenomenal.
• 21% unique reach beyond TV
• 15 million people reached
• +6 million on mobile
• 4x uplift in purchase intent via Facebook + TV than
TV alone
We’re now doing storytelling at scale and focu sing on reach and impact ratherthan deeply engaging small numbers of fans. This is a positive cultural shift
for our organisation.Sonia Carter, European Head of Digital Marketing
Our business objective was to reach 16-24-year-olds
buying single Creme Eggs. As this demographic under-
indexes on TV and over-indexes on Facebook, it wasthe opportunity we’d been waiting for to really see if
we could shift the needle with our brand metrics by
approaching Facebook in the same way, or in an even
more rigorous way, than we would our traditional
advertising. At the same time, we were looking at cross-
media efficiencies – so making TV perform better, but
also making it work harder for Facebook.
Moving the needleHatching a plan
As an FMCG company we need to reach tens of millions
of people, which is all about good creative that gets
in front of as many people as possible from our targetaudience. Prior to Creme Egg digital’s power was its
capacity for deep engagement, but these days it’s more
than that. There’s no reason now why we can’t reach
tens of millions of people on Facebook and make a
meaningful impact on purchasing behaviour.
4xuplift in purchase
intent throughFacebook + TV
versus TV alone
21%unique reach
beyond TV
15munique people
reached
How do you reach yours?
When Cadbury Creme Egg shifted its strategy to
focus on reaching 16-24-year-olds at a meaningful
scale in the Facebook News Feed, it saw business
results that rivalled TV for efficiency. European
Head of Digital Marketing Sonia Carter explains
18%brand
consideration viaFacebook. Equalto TV for 1/3 the
cost