Twitter UK sales director talks to new media age about how Cadbury’s campaign on Twitter for Wispa Gold reached a 25% engagement rate.
Cadbury ran a campaign last year to build awareness of the return of its Wispa Gold chocolate bar, part of its Olympic and Paralympic sponsorship. The campaign increased positive mentions of Wispa Gold by 1,800% and drove engagement rates of over 25%.
During the first day, in which Cadbury ran a Promoted Account push, positive mentions increased by 116%, which then rose to 1,800% in the second day when the Promoted Trend ad format was also introduced.
The positive engagement around Wispa Gold on Twitter exceeded our expectations. For the most part, chocolate bar consumption is an impulse buy and it is difficult to gauge purchase intent. However, we saw numerous Tweets with an intent to purchase Wispa Gold – this is because Twitter satisfies the immediacy of disseminating temporal thoughts and information. Friends reading these Tweets could be influenced to also make an impulse buy, especially since many users are already out and about checking their Tweets on their mobiles.
Jerry Daykin, social media manager at Cadbury
How representative is this of campaigns on Twitter?
It is a good example of campaigns on Twitter. We’ve only had localised ads live for about six months but we are already seeing rates of over 1-3%, which is good for the web, but it is not uncommon to have results in the double digits, as shown by the Cadbury example.
25% engagement rates means that a quarter of those who saw the ad retweeted, replied or favourited the tweet.
How typical is Cadbury as a brand you’ve worked with and have these results meant increased business?
Jerry Daykin [social media manager] and Cadbury are an example of a great pioneering social brand. It has booked three more times since because it has the right approach of testing and developing.
Cadbury is in a really nice position because the amount of consumers it can reach us via mobile means that it is a great way for it to generate sales. Cadbury can reach people on the move, which is a really important opportunity.
It is pretty confident that Twitter can drive sales and isn’t just a channel for brand awareness.
Is your reach on mobile a draw for brands?
I recently spoke with Nike and it thinks a huge proportion of its social media consumers are on mobile. Brands like Cadbury can really take advantage of this and exploit it.
The case study follows similar high results released by Absolute radio, who saw online listening figures increase by 7% (nma.co.uk 26 March 2012).