Cadburry Promoted Tweet Campaign Brings 1,800 % Boost in Positve Mentions

Posted: 05/04/2012 in Marketing

Considering their advertising strategy relies Twitter has a lot of work to do but if their latest case study involving Cadbury is anything to go by, then brands will be queuing up to use their service.

In a case study published on Twitter’s business site, Cadbury revealed that since it launched its Promoted Accounts and Promoted Trends campaign, positive mentions of their Wispa Gold product and the brand increased by over 1,800 per cent. they also drove a 25 per cent engagement rate for their “Retweet for Sweets” promotion.

The campaign was part of Cadbury’s efforts to resurrect one of their products, Wispa Gold. When the bar was taken off production, there came significant public demand to bring it back. So to promote its relaunch, the company decided to use Twitter to promote it.

Building up Awareness

The company began to increase interest by building up followers through Promoted Accounts, using targeted keyword interests such as chocolate, confectionary, caramel and Wispa. They then used Promoted Tweets in search and in timelines with a link to a video of DJ Paul Oakenfold’s remix of Spandau Ballet’s “Gold”. The remix was one in a series of videos featuring Olympic and Paralympic hopefuls as part of Cadbury’s pre-London 2012 marketing campaign. The company is a Tier Two supporter of the games.

Once the campaign gained momentum, they then launched a Promoted Trends campaign using the hashtag #WispaGold. One of the Promoted Tweets tied to the Trend presented a “Retweet for Sweets” challenge where users could win a box of Wispa Gold if Wispa retweeted their completed tweet: “I love #WispaGold because…”

The results of the campaign were significant, the day Cadbury used Promoted Accounts to build new followers – positive mentions of the bar increased by 116 per cent over the previous day. When the Promoted Trend launched a day after the Promoted Accounts campaign, momentum continued to build as positive mentions of the brand increased by 1,800 per cent.

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