Cadbury Dairy Milk Silk strikes a chord with millennials & GenZ using Bobble AI’s conversation media marketing solutions
Brand introduction:
Cadbury Dairy Milk Silk, from the house of chocolate brand Cadbury, is known for its association with celebrations and occasions in India. It is one of the most popular gifting items amongst youth, especially around Valentine’s week.
Problem statement:
In February, on the occasion of Valentine’s Day, Cadbury Dairy Milk Silk, through its marketing campaign, ‘How far will you go for love’, aspired to reach consumers on messaging platforms like Whatsapp, Instagram, and Facebook, without forceful intrusion via traditional advertising technology.
Objectives:
- To boost brand recall and awareness for Cadbury Dairy Milk Silk among youth & adults by leveraging their most loved language of communication – visual stickers, GIFs, and emojis in WhatsApp and other chat messaging apps.
- To position Cadbury Dairy Milk Silk as the go-to chocolate brand and drive association with Valentine’s week and the messaging around it, i.e. chats and conversations around the theme of love.
Plan of execution:
Bobble AI, a conversation media platform, is focused on enriching everyday conversations with expressive and personalized content including stickers, GIFs, and emojis, deep localization with over 100 languages, and AI-based contextual recommendations. The team at Bobble AI came up with a three-way approach to integrate Cadbury Silk in conversations and to strike a direct chord with millennials and GenZ.
1. Capitalising love-related “chatter”
The idea was to infuse the content in conversations pertaining to commonly used keywords like ‘love’, ‘bae’, ‘kiss’, ‘date’, etc.
2. Amplifying brand-focus campaign
Cadbury Silk needed to be promoted with the help of focused messaging surrounding Valentine’s week along with the amalgamation of the content with brand-related signage.
3. Strategic phased – distribution of campaign
In a pre-Valentines week, the brand needed to be integrated with the help of relevant build-up messages leading up to Valentine’s Day. The plan was to amplify Valentine’s week with specific targeting each day and also optimize content after Valentine’s week was over.
Execution:
- Conversational pack of stickers & GIFs
Bobble AI created an exclusive chocolate-themed sticker, GIFs, and Bigmojis for the campaign. The Cadbury Silk sticker pack auto-downloaded as default in targeted devices.
- Targeted & contextual placement of content to maximize recall
With the up-front placement of the Sticker pack, the brand received the top high visibility positions next to the ‘Trending’ section. Select content was also boosted in the ‘Trending’ section of stickers for both male & female users
- Strategic delivery in real-time based on users’ intent while conversing and brand integrations in viral, relatable day-to-day lingos and messages
Priority exposure was given to Cadbury Silk content with love, date, chocolate, etc., and focus keywords for real-time intent detection.
Results:
Bobble AI’s campaign for Cadbury Silk turned out to be extremely beneficial for the brand as the campaign delivered 58 million impressions in just 14 days.
Anika Tanwar, Business Head- Marketing Solutions, Bobble AI explains, “With more than 10 billion+, 700 million+ stickers and GIFs sent each day, the messaging applications such as WhatsApp, Instagram and Snapchat have witnessed a significant evolution with regards to how conversations are initiated and consumed among the younger generation. The association with globally renowned brands such as Cadbury Dairy Milk Silk is a testimony to Bobble AI’s belief in the power of conversations having the impact that a brand desires today. We are beyond thrilled to register 126 million+ impressions and a 20.4% increase in purchase intent for Cadbury Dairy Milk Silk. These solutions are fast becoming a crucial element of the marketing mix to ensure the overall success of the campaign and maximize engagement and reach.”
The results of the campaign lead to:
- 126 Mn+ Pan India views/ brand imprints in conversations
- 2.5 Mn+ Pan India reach
- 1.8Mn+ content shares
The campaign was successful in reaching out to the targeted audience of millennials and Gen-Z with the majority i.e. 44% of the users being less than 15 years of age and 36% belonging to the age group of 15-24 years.
Also, since the campaign was strategically distributed across three phases, the visibility and engagement performance was as follows:
| Pre – Valentines | During Valentines | Post – Valentines |
| Content Views – 18.26Mn+ | Content Views – 36Mn+ | Content Views – 71.86Mn+ |
| Content Shares – 328K+ | Content Shares – 603K+ | Content Shares – 894K+ |
| Average Shares/Day – 54K+ | Average Shares/Day – 75K+ | Average Shares/Day – 55K+ |
Sameer Yadav, Associate Director – Marketing (Tablet Chocolates), Mondelez India expressed his views on their partnership with Bobble AI, “Cadbury Dairy Milk Silk had partnered with Bobble AI, to build real connections with our target audience, as part of our recent Valentine’s Day Campaign – How Far Will You Go For Love. Through efforts like these, I’m pleased to note that we have witnessed a 20% increase in the purchase intent. Leveraging this conversational medium to convey our brand messaging has been a wonderful experience.”
Overall the campaign delivered the following ROI for the brand:
- 12.1% increase in brand awareness
- 25% increase in content recall
- 20.4% uplift in purchase intent