CASE STUDY: Cadbury achieve viral engagement with YouTube star
Provided by w00t! Media
Cadbury Creme Eggs delivered millions of organic video views by partnering with viral stars Weebls-Stuff.
What was the Challenge / Background of the Campaign?
Cadbury Creme Eggs needed to create a digital presence that would last for their entire campaign period without being limited to a standard, low weight display campaign.
What was the Campaign Objective?
The brand needed to appeal to 16-24's and bring out the Creme Egg's anarchic character, something that would have been difficult to achieve without original and engaging content. It also had to be achieved within the same budget that would normally be used for a display campaign.
What was the Solution?
We partnered Cadbury with the UK's #1 YouTube Comedy Channel - Weebl's Stuff (200 million+ views).
The Creme Eggs became guest stars in a series of over 20 animated spoof films over 4 years, starting in 2008.
What were the Results?
We delivered over 3.5m views of the content using organic placement, seeding and paid display media space. To produce this amount of content, plus the total views achieved, would have cost at least 300% more if bought independently of each other.
What were the Key Learnings of this Campaign?
Users will gladly engage with entertaining content if it's brought to them in the right way, by a publisher they already trust. Cost savings are huge when you can build, launch and distribute campaigns with a single partner.