Cadbury – Dairy Milk

Dairy Milk

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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.

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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.

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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.

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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.

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