It is an overview of the digital strategy of the chocolate company Cadbury

1. Lorine Benintendi
MBA 2AE. Craig

2. The Digital Marketing elements
 Use of Google +
 To create interactions with their customers via hangouts: close connection
with small groups of people
 Creation of 3 important hangouts: First hangout for the creation of the
Google + page made of chocolate; second hangout with the athlete
Rebecca Adlington; third hangout with a chocolate expert
 Promotion of their hangouts that made the number of followers increase by
150.000 people (according to a Cadbury Study)
 Creation of circles to respect the interests of each customer and promote
engagement

3. To promote engagement and
attract their customers, the
Cadbury Company launched a
competition to win a ranger or
some money
To increase and boost its
sales the company delivers
some recipes ideas on its
website to its customers
Other various digital tactics

4.  Unique content
 Irrisistible content
 Funny content
 Objective? To increase traffic

5. Hangout with the athlete
Rebecca Adlington
Cadbury Triple Chocolate
Tasting Google + Hangout
Cadbury Hangout for the creation
of the Google + Homepage

6. Updating of its content:
- To maintain its communities
- To achieve high level of engagement
Creation of campaigns (Wispa)
- 33% of fans engaged in the campaign
- Not the same success as for Facebook
- 130,000 followers
- Tweets: 20 times per day
- No real content: tweets come from
Facebook + retweets

7. - No real strategy
- 5 boards / 116 images
- 622 followers
- Most attractive board: recipe ideas

8. Digital universe map
https://www.cadbury.co.uk/
Objective: Increase brand loyalty +
extend reputation for innovation
and creativity
« Flavour
competition » for
new brand
products
Emails,
promotions
Reach + Reputation Reach + Reputation
Let us bake! Cadbury
recipe ideas are
shown to customers
Hangouts with chocolate
experts and athletes
Eye to eye contact and
face to face contact with
its constumers
Exclusive content
+ social extensions
Repurposed content of
Facebook and retweets
Promotion of products
A separate page for
each of its product,
competition,
promotional campaign

9. The influence of marketing channels on the purchase decision
Brand paid search
Direct marketing
Display Click
Email
Generic paid search
Organic search
Referral Social
- 1st step: Display Click: to help customers to gain
awareness of Cadbury products
- 2nd step: Social: to create desire and boost interest
- 3rd step: Referral: Result of the use of digital and
social media; Email: data base coming from the
registration for a competition or a game
- 4th step: Direct marketing: conquete for new
clients and growth of customers’ loyalty

10. The business objectives
 To increase interest and awareness of brand new product launch via social
media
 Stronger brand image
 To increase customers’ engagement
 To increase sales
 To increase brand loyalty
 Extend reputation for innovation and creativity

11. Effectiveness of touchpoints
Display Click: Discovering
of Cadbury products via
games and competitions
Social: After the awareness of
the product, people will
share content and comment
Referral: The brand will be
referred in conversations and
recommended to be tested
Generic paid search:
To collect more data
from customers
Email: From the data base of the
company, emails will be sent to
both loyal and new customers
Organic search: Research of
the company and products
easier thanks to the traffic that
has been made through social
media
Brand paid search:
To collect more data
from customers
Direct marketing:The
company knows fast exactly
the number of products to be
delivered in a place thanks
to emails that have been
sent, generic paid search
and brand paid search

12. Application of the digital strategy to an
independant hotel
 Use of Google + with an efficient content with pictures of customers’
experiences at the hotel
 Private hangouts to improve customer service: to help the customers out
and get some feedbacks
 Hangouts for creating the design of a special room or part of the hotel
 Creation of circles
 Competition and game to win free nights, a breakfast, lunch or dinner
coupon

13. Additional mobile steps
 Storyteling through real guests experiences: What they lived and
experiences in the hotel
 The make up of the mobile version of the hotel: the digital world is
definitely going mobile
 Engagement through videos

14. Sources
 https://www.thinkwithgoogle.com/intl/en-gb/case-study/google-plus-
hangouts-on-air-with-cadbury-uk/
 https://econsultancy.com/blog/62382-how-cadbury-uses-facebook-
twitter-pinterest-and-google/
 https://storage.googleapis.com/think/docs/measure-what-matters-
most_articles.pdf
 http://www.adnews.com.au/news/opinion-will-cadbury-s-new-media-
strategy-bring-it-joy