Cadbury CDM Storytelling at Scale

1. Storytelling at Scale
Cadbury Dairy Milk - Global
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2. Cadbury Dairy Milk had a whole lot of Facebook challenges.
Multiple market pages, no central strategy,
markets using any content they could get their hands on…
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3. So, we took them from this….
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4. To this!
With Storytelling at Scale, a content-led strategy to
spread joy and unite chocolate lovers, worldwide

5. We tested hundreds of pieces of content with
audiences around the world; then listened, learned
and adapted our narrative…

6. We uncovered the common passion points that
united our global audience and used these to
create a storytelling strategy with a consistent look
and feel

7. UK:
“We’re cheering for buttons”
Malaysia:
“Who’s finishing first in the Malaysian Grand Prix?”
We held workshops in 20 countries
to help local markets understand how they could
bring the global story to life
in the right way for their audience

8. The results have been joyful!
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9. Cadbury Dairy Milk × Page 9
Philippines Malaysia Australia South Africa UK
An aligned look and feel means markets can easily
share great content, resulting in truly global stories
AND a 40% reduction in content creation costs

10. Monthly Facebook reach increased
from 16m… to 50m!
A third of our target audience is reached, around
six times p/m– at a fraction of the cost of TV ads

11. By focusing on our audience’s passion points,
and telling great little stories, we increased
audience engagement by 18%

12. And we helped drive 200% more ROI from social media than
from any other media channel – globally.
Which we think is delicious!
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