This Diwali, Cadbury Celebrations – an assortment of premium chocolates made with exotic ingredients from across the world – urged people to gift something very precious to their loved ones. No, not a box of the yummy Cadbury chocolates but Cadbury Celebrations wanted to encourage consumers across the country to make an effort and gift their loved ones some quality time which is far more precious than any material gifts.
Inspired by the brand’s proposition of ‘Made with love’, an interesting campaign was launched on Facebook. The chocolate brand invited fans to tell them how they would spend time with their loved ones this Diwali, and 10 of the best stood a chance to feature in a music video as the Diwali Celebrations theme song!
While the Cadbury Celebrations Rs.750 packs gave away redeemable coupons for coffee, movie tickets and family outings, the campaign on Facebook ensured that family time was treasured.
Moments made with love
Conceived around the brand’s promise – “Moments made with Love…” a Facebook app was created on the Cadbury Celebrations Facebook page. Fans could share how they planned to spend Diwali with their loved ones. Additionally, a Twitter stream also pulled up tweets made with the hashtag #MadeWithLove.
The contest was promoted on the brand’s Facebook as well as Twitter pages. Along with contests around #MadeWithLove on Twitter, the brand also associated with many influential Twitter users to host contests on their behalf. Besides, an invitation video was specially created for the contest and uploaded on the Cadbury Celebrations YouTube page. Lured by the chance to feature in a music video, the contest received a good response since the day it was launched.
As per social media benchmarking tool, Unmetric, the ‘Made with love’ Facebook app spiked up in its daily active users during the contest. From Oct 24 to Oct 30, 2013, Made with Love averaged a DAU (Daily Active Users) count of 501 which is greater than the average app from the Food/Beverage Sector (70).
The 96-second Diwali theme song ‘Cadbury Celebrations Moments of Love’ features the contest winners with the best messages. Uploaded on October 27, 2013 on the brand’s YouTube channel, the video has garnered more than 320K views till date. Here’s the video:
Co-creating with your community
As we say it often here – brands of the future are the ones that co-create with their consumers. Besides, the reach and impact on social media can be a memorable one, rather than a number-driven one. More than 4.1 million Facebook fans found more reasons to celebrate this Diwali with Cadbury Celebrations, while the brand strengthened its proposition – Made with love.
Also, Diwali being a festival of bonding offered the right occasion for creating the Diwali theme song with the fans. I liked the concept of ‘Moments made with love’ although not a unique one. It not only helps build a sense of ‘belonging-ness’ in the community, but also created a one-and-half-minute long music video that they could call their own.
We hope to see more such endearing campaigns where brands are ready to experiment. Do let us know your thoughts on the Diwali theme song campaign by Cadbury Celebrations.