Cadbury – Dairy Milk

Dairy Milk

cadbury02

Background

While Cadbury has been imported into the market for a long time, it is very recent that Cadbury Indonesia has been established, with manufacturing and distribution localized.

cadbury03

Challenge

The Cadbury Indonesia digital page has a similar history to their brand. Most of the content was imported. The brand was failing to talk to their potential consumers in a language that they could relate to. The brand, therefore, had low visibility, low familiarity and issues with brand positioning.

cadbury04

Insight

Chocolate represents the license to feel almost child-like joy. The feeling of innocent joy is universal, however, Indonesians don’t associate that feeling with chocolate yet. They consider chocolate to be limited to its functional benefit as a snack that can satisfy hunger and uplift mood.

Idea

Use the Cadbury social media platforms to own “Joy”. Encourage them to associate Cadbury with the joy they find in their everyday life and struggles.

cadbury05

Results

– Facebook – 55,008 fans growth in 6 months
– Twitter – 58,749 followers – the highest among two biggest competitors (SilverQueen and KitKat)
– YouTube – has +9.25% gained viewers growth and 362 subscribers in 6 months from 6 videos.

Explore more from Indonesia

  • parsapolis_1    br

    27 Jun PASARPOLIS.COM #MudikAman

    Pasarpolis.com is the premier online marketplace for insurance products in Indonesia. They wanted to work on a lead-generation campaign in partnership with Zurich Insurance by offering free personal accident insurance policies. ...

  • Nockers

    02 Apr Nockers

    Nockers is an enrobed chocolate made up of a combination of 4 ingredients. This is a new product by Indonesian chocolate giant, Delfi. ...

  • streetview01

    02 Jun Google Street View Borobudur

    Google Street View wanted to launch the live imagery of Borobudur in a press conference inviting the media and the government. Google Street View along with Google Cultural Institute wanted to create an event that would help showcase both their products as one that is helping Indonesians preserve heritage online. ...