As we draw closer to the end of 2014, we thought it would be interesting to take a look back at some of our most popular posts of the year. Over the next few weeks we’ll be posting our best posts of 2014 that have been determined from looking at Google Analytics, social shares and a few that our team members have chosen as their favourites.
We’re kicking off our best of 2014 series today with this great post below that highlighted how Cadbury, the infamous chocolate makers, heard an uprising from their Facebook fans in Australia to bring back a fan favourite flavour that had disappeared. The chocolatiers used social media as a focus group to get to know their fans and what they want better, and then used social media to give it back to them.
The following was originally published on May 12, 2014:
Brands across the world have probably run into the situation where their Facebook audience has demanded something to the point where they need to act.
If they didn’t act, it definitely got them thinking.
This isn’t a negative things by any means, it actually illustrates a fanbase’s passion, and how it can lead to solid social media activity.
Cadbury was monitoring their Facebook page when they realized a high number of requests from fans in Australia for their popular chocolate bar, Black Forest, which hasn’t been available for some time.
This forced them to consider bringing it back as part of a new $7-million campaign geared towards Australia that features TV ads, new packaging and flavours for their historic product line.
The most vital aspect of the campaign is social media.
Besides the fact it was all prompted by social media, social media will be the platform that launches the integrated campaign. Cadbury is making a huge enormous investment ,and the success will reside in the activity that happens during and after launch.
Cadbury seems to put a lot of trust into sentiment and how social media opens a window into what your fans and customers think and want.
The social media side of the campaign is fairly inventive and intriguing.
Cadbury will assign a personality to each of the 17 flavours. From there, it will create new and specific content. The hope is their fans will be compelled to share and discuss. The quality of the content will be key.
Integrated campaigns are becoming more popular. How many times have you been watching something on TV (an ad or a show) and you are asked to tweet using a hashtag, watch a video, or to go online to give your thoughts.
Cadbury uses Facebook as a vehicle for two-way communication with a foundation of real time market research. The success of this campaign will be determined by their online fans. You can be sure that other brands are watching closely.