In this blog, I want to share with you a viral marketing case done by Cadbury.
Cadbury has been a long famed confectionery brand in the UK. In Jan 2009, Cadbury launched a TVC for one of its chocolate bars "Cadbury Dairy Milk" in the UK. The same TVC also launched in HK six months later.
To view the TVC, please click the link below.
TVC has successfully formed discussions on social networks media for a number of reasons:
- kids are cute
- great rock and roll music
- an amazing eyebrows dancing, how can they do that
- it's Cadbury
- what other TVCs Cadbury has made in the past
Youtube
The TVC clip was uploaded to Youtube in Jan 2009. The clip can be transmitted by a link in an email, shared on a social network sites. It has attracted 2 million hits within first 2 months and nearly 6 million hits so far [1].
Reproduction of TVC
If you search Cadbury eyebrow, you will find many people reproduced the TVC and uploaded on Youtube.
There is also a video that tells people how to make the eyebrows dancing effect using a software application [2].
In remembering past Cadbury's TVCs
There are two long time Cadbury TVCs being posted on Youtube. Since the Cadbury eyebrows dancing TVC launched in Jun 2009 in HK, these two TVCs boosted up the hit rate.
Ringtones
People are actively asking for song's name and ringtone file because they like it During the few months after TVC has launched, this song ringtone is one of the most popular ringtones in HK.
In the news
To list a couple, BBC news and Brandrepublic.
Awards
Cadbury's "Eyebrows" advert was most watched ad of 2009
Cadbury's "Eyebrows" ad scoops February Thinkboxes award
TVB Honoured Award 2009
The same TVC was launched in HK in Jun 2009 and more or less triggered the same viral effect.
To conclude, this TVC has clearly demonstrated the viral effect. I'm incapable to tell how much sale were generated out of this viral effect, however, I think no one denies that the message is well received and stick in our mind. This is key for an FMCG.
Interested to read more viral marketing cases, please visit my teammates' blogs below or click the tabs on top of the screen.
IKEA written by Priscilla Poon
Windows 7 written by Wallace Fung
Lady Gaga written by Wallace Cheng
Mcdonald written by Celia Cheng
To read how we see viral marketing, please click the Viral Marketing tab on top of the screen.
References:
[1] http://www.youtube.com/watch?v=TVblWq3tDwY&feature=PlayList&p=5CFC9D68D353E96F&playnext_from=PL&playnext=1&index=3
[2] http://www.youtube.com/watch?v=h8JkDnzjslU
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