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Cadbury: Exploiting the nexus between mobile and social marketing
Posted by Christopher Hosford
Mobile marketing is more than coming into its own, in particular when linked to a dynamic social media campaign. I had occasion recently to interview Caroline Davison, managing partner with U.K. agency Elvis Communications, about a gangbusters mobile campaign on behalf of confectionary company Cadbury centered on Snapchat and its new sponsored lens technology.
Chris: Caroline, tell us more about the campaign on behalf of Cadbury. What were its goals?
Caroline: We created one of the most phenomenally successful Snapchat lenses the platform has ever seen. In 2016, we needed to put product love at the heart of our Creme Egg campaign. In particular, we needed to encourage our core 16-34 year old target audience to spend more time with us as a brand to ensure we remain relevant.