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How Cadbury Uses Social Media Marketing

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Tradional CadburySocial Media Cadbury_JoyvilleTaster

Cadbury is a British multinational confectionery subsidiary company wholly owned by Mondelēz International. It is the second largest confectionery brand in the world after Wrigley’s.[2] It is headquartered in Uxbridge, Greater London and operates in more than fifty countries worldwide. It is famous for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. One of the best known British brands, in 2013 The Telegraph named Cadbury among Britain’s most successful exports.[3]

Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company’s workers improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company’s best-selling product.

Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969. Cadbury was a constant constituent of the FTSE 100 on the London Stock Exchange from the index’s 1984 inception until the company was bought by Kraft foods in 2010.

2. Vision And Mission of Cadbury.

To align with our core purpose, Cadbury India has defined its Vision as “Life Full Of Cadbury and Cadbury Full of Life”.

Cadbury India will participate in many spaces of consumer life through a cache of product offerings – be it chocolates or snacks or gum.

We believe that work and fun can co-exist beautifully. Therefore at Cadbury India, it’s all about work hard, play harder!. We bring moments of delight to our consumers everyday and every time. Therefore, we strongly believe that the people who create these products should also have fun while doing so.

3.Cadburys Engagement On Social Media.

Regular competitions are held across their social media channels to win Cadbury’s products and tickets to Cadbury World, which is a great way of engaging their followers and encourage users to contribute their own content.

Cadbury’s have developed a series of their own hashtags that tie in with their running campaigns and frequent content – for example #FreeTheJoy, which was altered to #UnwrapJoy around the Christmas period and #JoyCabs, which took place in February and involved dishing out chocolate prizes to those who took a picture of one of their Cadbury’s Joy Cabs.

They also get involved with trending hashtags, current events and holidays, which keeps their content relevant and ensures that their tweets are seen when users browse the trending topics. Some recent examples of this were #MayThe4thBeWithYou and #Easter:

Cadbury run regular competitions through Twitter to win their products, both in the form of interactive games embedded into a tweet like the fruit machine style Vine below and those encouraging users to contribute their own photographs in order to win prizes, such as the #JoyCabs campaign. Both methods have received a lot of engagement from followers and are a great way to build loyalty among fans of the brand, as well as attracting new consumers.

4.Results achieved by the Campaign.

Google+: 

Cadbury have a large following of nearly 4,000,000 on Google+, however they only post every couple of weeks and the recent content has been limited to their #freethejoy videos, also shared on Twitter and Facebook. There is no interaction with fans of the page through comments, like on the other platforms.

Instagram:

I was disappointed to see that Cadbury’s Instagram account has been inactive since September 2014, as I feel that it is the perfect platform for a creative and fun brand like themselves. Ahead of the halt in Instagram activity they used to frequently share images of home made desserts created using Cadbury’s products, which I feel was really good use of the platform due to the popularity of food updates and something they should do more of. I’m sure their 29.5k followers would love to see them back in action!

Facebook:

Much like on Twitter, Cadbury have a number of Facebook pages, including their primary Cadbury UK page, as well as separate pages for Cadbury World and some of their most popular brand products including Dairy Milk, Crème Egg and Bournville.

The content on Cadbury’s primary Facebook page has a lot of cross over with that on their Twitter accounts, however their product specific pages place more focus on the corresponding product, rather than the Cadbury’s brand as a whole. The activity on some of their pages is slightly inconsistent, with Cadbury UK only posting updates intermittently, regular posts on the Bournville page ceasing in March and Creme Egg activity only taking place when they are on sale around Easter time.

I feel that the content shared on the Creme Egg page is the most creative and engaging of all of Cadbury’s Facebook pages, albeit only for around four months of the year. A lot of their posts are made up of quirky Creme Egg themed videos and photographs, frequently making reference to their catchphrase “Have a fling with a Creme Egg” and a selection of egg related puns.

5.Conclusion.

Overall I think that Cadbury’s are pretty good on social media, particularly on Twitter, where they are posting on a regular basis and interacting lots with their followers. Though there is a lot of duplicated content across platforms and pages, this is understandable and it broadens the reach to different audiences.

Considering Cadbury have their biggest Facebook following on their Cadbury Dairy Milk page, with 11 million followers, I feel that they could benefit from a bit more consistency in their updates, as sometimes a week can pass without them sharing anything. I also think they would really benefit from relaunching their Instagram account, as a lot of their existing content is really visual and fun and I feel that it would suit Instagram and appeal to users on the platform.

One of Cadbury’s main strengths on social media is engaging their fans, as they are really good at responding to comments and enquiries from customers and this really helps to build an approachable and accommodating brand image.

Image Credits: Cadbury

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