Cadbury’s shift to social means no more drumming gorillas

Cadbury’s future marketing campaigns are going to have a stronger focus on social rather than traditional media.

In a talk at Facebook Marketing 2012, Dairy Milk brand manager Sarah Lindley said that the company’s new Joyville marketing activity would seed content on social to build buzz among its online community before turning to TV and print channels.

It is a tactic that Cadbury has used successfully in the past by launching its Bitsa Wispa and Bubbly bar on Facebook and Google+.

Lindley said that a Dairy Milk campaign to celebrate achieving 1m Facebook fans was a big factor in convincing the company of the value of social.

Cadbury realised that although it had almost 1m fans only 16% of them ever saw content that the brand posted on Facebook.