Cadbury has revealed that a Twitter campaign using Promoted Trends increased ‘positive’ brand mentions on the social network by 1800%.
Furthermore, the ‘Retweet for Sweets’ challenge associated with this saw engagement levels of 25%.
These stats are a good advert for Twitter’s ever-evolving ad platform, but the results need to be viewed in context. The fan base for many of Cadbury’s brands are socially-savvy, and it’s seen great success in this area before.
The chocolate brand created the campaign after it saw a surge in public support within social media to bring back the caramel version of Wispa – Wispa Gold – after it was discontinued.
Cadbury used the opportunity to relaunch Wispa Gold as part of its sponsorship for the 2012 Olympics.
Cadbury social media manager Jerry Daykin said that as the campaign to bring back Wispa Gold began on social media (as did the original campaign to bring back Wispa) – the company decided to use the same method.
Twitter is ideal for this because of its real-time conversational platform and actively-engaged user base.”
The company first announced the relaunch using Promoted Accounts, using targeted keywords such as chocolate, confectionery, caramel and Wispa. This achieved a 116% increase in positive mentions comapred to the previous day.
It then used Promoted Tweets, which showed up in both searches within Twitter and on Twitter timelines. The tweet in question included a link to a video of DJ Paul Oakenfold’s remix of Spandau Ballet’s “Gold”, which was finally supported by the use of Twitter’s Promoted Trend function to raise awareness of the hashtag #WispaGold.
One of the Promoted Tweets tied to the Promoted Trend laid out a ‘Retweet for Sweets’ challenge, where Twitter users could win a box of Wispa Gold if Wispa retweeted their version of the phrase: “I love #WispaGold because _____.”
Positive mentions of the brand increased by 1800%, which Daykin said “exceeded 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 — because Twitter satisfies the immediacy of disseminating temporal thoughts and information.”
He said that the two Promoted Trends it has run since the Wispa Gold relaunch – #ChocolateFountain and #GooGames – achieved similar or improved levels of engagement.
The results are certainly impressive, though we don’t know what the 1800% increase means in actual numbers. But as previously mentioned, Cadbury has achieved similar success with previous campaigns.
The Wispa bar was discontinued in 2003 as part of a relaunch of the Dairy Milk brand – but was brought back in 2007 following a Facebook campaign.
Wispa now has 1.8m fans on Facebook, and Cadbury recently used this community to announce the launch of a new Bitsa Wispa product.
Similarly, it announced the launch of a new Dairy Milk Bubbly Bar through its social media accounts (notably using Google+) in January.
Therefore, while Cadbury clearly had success with Twitter’s ad products, it comes after several years work in building an engaged online community which should not be overlooked.