Come February and the air is filled with love! Every February sees brands making the most of this beautiful emotion to connect with their consumers for Valentine’s Day. Yesterday, a premium chocolate brand started taking Twitter users down memory lane back to their first love memories. It even created personalized doodles on what users had tweeted about first love.
This sweet gesture is by Cadbury Silk, the premium addition to Cadbury Dairy Milk chocolates, as part of its ‘#FirstLoveIs’ campaign for the promotions of its newly launched limited edition pack for Valentine’s Day. Needless to say, the campaign hashtag ‘#FirstLoveIs’ trended yesterday on top 10 India Twitter trends. The 2-day campaign has been trending even today.
First love is the most unforgettable they say. Using this as a proposition, Cadbury Silk asked its community to share what first love meant to them or rather reminds them of. A good many days in advance to Valentine’s Day but just the right time to introduce its limited edition packs through social media.
Cadbury Silk’s Facebook and Twitter pages began to share first love updates beginning February 1. Soon the video talking about the new pack was shared, while fans were braced for a special Silk surprise coming their way on Twitter.
The contest required fans to follow the brand on Twitter and tweet what their idea of first love is along with the hashtag #FirstLoveIs. The best meanings of first love were drawn into cute little doodles, as you see below. The doodles also display the Twitter handle of the winner.
Bonding with the community
#FirstLoveis is an adorable and relevant campaign, one that is sure to leave a memory especially because it is to do with first love and of course, the personalized doodles created for the community! Also, the concept of ‘first love’ as compared to love itself provides a good differentiation factor in the month of love, when every brand is talking about love. In fact, Silk itself has Cadbury sub brands like Dairy Milk, Celebrations, Bournville and more to contend with.
Besides, the choice of Twitter, also called the global townsquare, as the medium to create buzz has been a good one. This campaign will remain close to the community just as it has for me.
You can see all the doodles in the brand’s ‘Discover the joy of first love‘ Facebook album. Hope you enjoy them and do also share your thoughts on the campaign.