Like a lot of people, I have a bit of a sweet tooth. I like all kinds of sweets, but if I had to choose my favourites, I’d go for Fruit Pastilles – a chewy, flavoursome packet of sweets if ever there was one. I also like a lot of chocolate, but mainly on my biscuit, yes, you’ve guessed (and those old enough to remember) I’m a fan of Club.
A quick office sweets and treats straw poll revealed that Starburst were ‘ever so juicy’ and strawberry laces were ‘fun to eat’. One of the Punch team chose white mice, a personal favourite of mine and the staple of pick ’n’ mix stands for years – good work, you know who you are!
One type of chocolate that is repeatedly promoted around this time of year is of course Easter eggs, and of all the Easter goodies out there, a Cadbury’s Crème Egg is always a fine choice and, in my opinion, a much tastier springtime indulgence than the Lindt Gold Bunny (sorry Lindt dudes, my son Jude loves your tasty snacks).
Interestingly for me, and for the social media savvy amongst you, Cadbury’s Crème Egg recently hatched a plan to amplify content with a paid social media advertising strategy, with a focus on the specific sEGGment (sorry, I couldn’t resist) of the 16-24 age group.
What you might already know is that Cadbury’s Crème Egg has a visible digital presence, and brand affinity in abundance. With an eye-catching design and a tasty product, as a brand, you’re equipped with a recipe for success in social media.
Cadbury’s three-pronged paid advertising strategy was to focus on the Facebook News Feed, i.e. locating target customers’ whereabouts, increasing media spend to secure reach, and developing a new content approach to make each piece of content stand out from the noise.
Sonia Carter, European head of digital marketing for Cadbury recently commented, “we’re now doing storytelling at scale and focusing on reach and impact rather than deeply engaging a small number of fans”. The way Cadbury achieved this was through combining the ideas of the creative agency with the media team and the digital team, which in turn helped to develop a more prominent brand personality, reflected through the content.
Cadbury has been producing engaging social content for years, and an example of another new strategy is pictured below. ‘The Reem Egg’, a creation used to promote the brand in real-time alongside the popular TV show The Only Way Is Essex, not only appeals to their target age group, but is also a way of increasing the brand’s reach with paid adverts being served in the News Feed, at the time of the show. No doubt Cadbury also used this tactic to capitalise on the trend for dual screening, which ITV reported to have increased by 225% in 2013, if you’re a dual screener like me, then these stats won’t come as a surprise, clever brands will look to exploit this more and more due to powerful targeting features across all social media platforms.
To capitalise on social media advertising, brands have to set a rhythm for their organic content creation and deliver exceptional content that will cut through the noise. By using highly targeted paid advertising to explode their earned media, brands can achieve strategic objectives goals, and in turn increase ROI. It will be interesting to see how brands combine organic and paid activity in real-time this Easter.
P.S I calculated that it is approximately 200 metres, or 4000ish Club Bars laid back-to-back from Leicester High Street to my favourite sweet shop!