Cadbury aimed to reintroduce the Zip chocolate wafer in Malaysia after losing market share due to sourcing issues. To appeal to young consumers, they needed a digital campaign that would position the product as the antidote to boring moments and drive sales in both online and offline channels.
Cadbury partnered with DeltaX, a Meta Business Partner, and media company Spark Foundry to create an engaging digital campaign on Facebook and Instagram. They produced eight 10-second videos with the tagline “Zip through the boring” that showed people using the Zip wafer to make mundane moments more enjoyable. The campaign included over 700 text overlays that linked to information about nearby stores where people could purchase Cadbury Zip wafers. They also used location-based targeting to display ads with store locations at select malls, universities, cafés, and government buildings in Malaysia.
Cadbury’s Facebook and Instagram campaign lifted ad recall by 4.6 points and successfully drove sales in both online and offline channels. The “bored at home” creative led to increased visits to the Cadbury store on Shopee, while the “out-of-home” creative urged people to purchase at their nearest store. The location-based targeting resulted in a 31% increase in store footfall, with people clicking on the ads and visiting nearby stores to purchase Cadbury Zip wafers. The campaign successfully appealed to young consumers and positioned the Zip wafer as a fun and tasty treat for everyday moments.
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