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CASE STUDY: Cadbury's increase sales of Creme Eggs with Goo Tube

Provided by Campus Group
A roadshow across 10 universities encouraged students to show off their Crème Egg eating skills and post videos onto Goo-Tube.

What was the Challenge / Background of the Campaign?

Cadbury wanted to increase sales of Crème Egg in approach to Easter. Having students interact with the brand was key, creating a re-association with a product they may have enjoyed in previous years. The timing was crucial, as it was just after a recall on the product, and Cadbury was keen to reassure customers that the product was safe.

What was the Campaign Objective?

- To raise awareness of the Cadbury's Goo Play competition. - To drive students to the Cadbury's Goo Tube website. - To support the SBM programme and Campus Tour activity.

What was the Solution?

Goo-University Challenge was a roadshow across 10 universities where students were able to show off their Crème Egg eating skills and post videos onto Goo-Tube. Pre-promotion of the tour at each university was conducted by Student Brand Managers, including promotional distribution, student PR, chalking, and club/society announcements.

What were the Results?

Student media PR with 39,000 OTS (press, radio and web), 10,000 Facebook flyers, 2,000 leaflets, 100 on-campus A3 posters, 3,300 data capture, 162 videos uploaded, 7,850 samples distributed. Email activity to 10,000 students resulted in a 23% open rate, with a 4% click through.

What were the Key Learnings of this Campaign?

The tour activity was exciting and created added value for students who are used to basic sampling stalls. Students feedback that Crème Egg was their favourite sweet as a kid, and they hadn't had one in years. "Campus delivered an extremely efficient service within a tight timeframe. The team took time to understand the brand and the communications campaign as a whole, and managed the whole process of marketing to, and engaging with, the hard-to-reach student population delivering the brand's messages via a professional and well-executed sampling campaign." Anna Speight.

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BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kStudent market: 16-24 year olds at university
16 - 24Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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