Unless you’ve been living under a rock, you’re probably familiar with some of Cadbury’s high profile marketing campaigns over the recent years – the drumming gorilla and dancing eyebrows may ring a bell.
From their trademark purple branding to the incorporation of catchy slogans such as “a glass half full” and a “spoonful of joy”, Cadbury has become a household brand that very few are a stranger to. A lot of the success of the brand is down to consistency and innovation throughout their marketing efforts.
It’s clear that Cadbury invest a lot of time and money into promoting their brand within mainstream media, however, I wanted to check out whether their social media presence lived up to their reputation for creating such memorable and standout campaigns.
I investigated what kind of strategy Cadbury have implemented for their social media marketing, with particular focus on Twitter and Facebook and a brief look at other platforms that they have dabbled with.
Cadbury have a number of different Twitter handles, some for different countries that they have markets in (@CadburyUK, @CadburyIreland, @CadburyNewZealand, @CadburyCanada, @CadburyMY) and also one specifically for their tourist attraction @CadburyWorld.
Their biggest following is on their @CadburyUK handle (254k followers) and for this reason I expected to observe the highest presence on this account, however posts are not as frequent as predicted and are somewhat irregular. Updates from @CadburyIreland and @CadburyWorld are more consistent and although the content on @CadburyIreland is much the same as @CadburyUK, they post on a daily basis unlike the UK account which is slightly intermittent.
The type of content that Cadbury share across their Twitter accounts is usually very light-hearted and relevant to their brand image, with comedy playing a central role in their strategy. They keep things fun with quirky stop-motion style videos and humorous graphics.
— Cadbury UK (@CadburyUK) March 31, 2015
A lot of their recent content has been tying in with their ongoing campaign #FreeTheJoy, which was launched in January 2014 and aims to bring ordinary people moments of joy. As part of the campaign, they have been sharing funny videos of people dancing (well not strictly people – see below!) and enjoying themselves every Friday to get people in the weekend spirit and to share a moment of joy with their followers:
— Cadbury UK (@CadburyUK) March 27, 2015
They frequently promote their latest products, however they vary their posts about each product, adding a different creative spin to them, rather than reposting the same ads. They also regularly share recipes that people can make at home using Cadbury’s chocolate.
— Cadbury UK (@CadburyUK) April 24, 2015
The posts on the Cadbury World account tend to all be about the attraction, from behind the scenes photos of the staff at work, to images of their latest displays and events:
Here is a closer look at the stunning chocolate pram our chocolatiers have created to celebrate the Royal princess pic.twitter.com/YYQ2diRHda
— Cadbury World (@CadburyWorld) May 3, 2015
Regular competitions are held across their social media channels to win Cadbury’s products and tickets to Cadbury World, which is a great way of engaging their followers and encourage users to contribute their own content.
Cadbury’s have developed a series of their own hashtags that tie in with their running campaigns and frequent content – for example #FreeTheJoy, which was altered to #UnwrapJoy around the Christmas period and #JoyCabs, which took place in February and involved dishing out chocolate prizes to those who took a picture of one of their Cadbury’s Joy Cabs.
They also get involved with trending hashtags, current events and holidays, which keeps their content relevant and ensures that their tweets are seen when users browse the trending topics. Some recent examples of this were #MayThe4thBeWithYou and #Easter:
— Cadbury UK (@CadburyUK) May 4, 2015
Cadbury run regular competitions through Twitter to win their products, both in the form of interactive games embedded into a tweet like the fruit machine style Vine below and those encouraging users to contribute their own photographs in order to win prizes, such as the #JoyCabs campaign. Both methods have received a lot of engagement from followers and are a great way to build loyalty among fans of the brand, as well as attracting new consumers.
— Cadbury UK (@CadburyUK) April 27, 2015
They did receive some negative feedback about their Joy Cabs campaign being rather London centric and excluding their market outside of the city:
@CadburyUK great idea, unless you live nowhere near London. Looks like no free chocolate for me 🙁
— Emma Fisher (@fisemganbo) February 25, 2015
…though there have been plenty of online opportunities to make up for it.
— Cadbury UK (@CadburyUK) February 25, 2015
Cadbury are really good at interacting with their fans and respond to nearly all of their tweets whether they are fans of the brand showing their appreciation for Cadbury or slightly less happy customers issuing complaints.
They put a lot of character into their replies to fans comments and are sure to reply within the hour and are always polite and helpful when dealing with negative tweets.
This direct conversation with fans is really valuable for building positive consumer brand relationships and their casual conversational style of tweets really shows the human side of the brand. Cadbury Ireland and Cadbury World often retweet their fans tweets that involve brand products, current campaigns and personal photos from their trips to Cadbury World, which really helps to make customers feel valued.
Much like on Twitter, Cadbury have a number of Facebook pages, including their primary Cadbury UK page, as well as separate pages for Cadbury World and some of their most popular brand products including Dairy Milk, Crème Egg and Bournville.
The content on Cadbury’s primary Facebook page has a lot of cross over with that on their Twitter accounts, however their product specific pages place more focus on the corresponding product, rather than the Cadbury’s brand as a whole. The activity on some of their pages is slightly inconsistent, with Cadbury UK only posting updates intermittently, regular posts on the Bournville page ceasing in March and Creme Egg activity only taking place when they are on sale around Easter time.
I feel that the content shared on the Creme Egg page is the most creative and engaging of all of Cadbury’s Facebook pages, albeit only for around four months of the year. A lot of their posts are made up of quirky Creme Egg themed videos and photographs, frequently making reference to their catchphrase “Have a fling with a Creme Egg” and a selection of egg related puns.
Updates on the Cadbury UK, Cadbury Dairy Milk and Cadbury World pages are a reduced and less frequent selection of those shared on their Twitter accounts.
Their #FreeTheJoy campaign is also incorporated into their Facebook updates, like they have done on Twitter:
Cadbury’s are generally quite good at interacting with their fans on Facebook and frequently respond to comments and enquiries posted on their updates. Like on Twitter, they often come up with quirky comebacks to fan comments and are always polite and helpful when consumers require assistance or are making a complaint.
Cadbury have a large following of nearly 4,000,000 on Google+, however they only post every couple of weeks and the recent content has been limited to their #freethejoy videos, also shared on Twitter and Facebook. There is no interaction with fans of the page through comments, like on the other platforms.
I was disappointed to see that Cadbury’s Instagram account has been inactive since September 2014, as I feel that it is the perfect platform for a creative and fun brand like themselves. Ahead of the halt in Instagram activity they used to frequently share images of home made desserts created using Cadbury’s products, which I feel was really good use of the platform due to the popularity of food updates and something they should do more of. I’m sure their 29.5k followers would love to see them back in action!
Overall I think that Cadbury’s are pretty good on social media, particularly on Twitter, where they are posting on a regular basis and interacting lots with their followers. Though there is a lot of duplicated content across platforms and pages, this is understandable and it broadens the reach to different audiences.
Considering Cadbury have their biggest Facebook following on their Cadbury Dairy Milk page, with 11 million followers, I feel that they could benefit from a bit more consistency in their updates, as sometimes a week can pass without them sharing anything. I also think they would really benefit from relaunching their Instagram account, as a lot of their existing content is really visual and fun and I feel that it would suit Instagram and appeal to users on the platform.
One of Cadbury’s main strengths on social media is engaging their fans, as they are really good at responding to comments and enquiries from customers and this really helps to build an approachable and accommodating brand image.