Cadbury Creme Egg Bake
An interactive online bake-off
Cadbury Creme Eggs make tasty treats, but Cadbury set out to prove that its eggs can be used to make even tastier creations. Partnering with chef Eric Lanlard, the candy company invited members of the Cadbury Kitchen community to create recipes that use Creme Eggs and share them on Google+ through videos, posts and animated GIFs. Chef Eric then recreated his favorite recipes during a live Hangout on air.
To raise awareness for the campaign, we produced two callout videos. Members of the community used Auto Awesome to create animated videos of their recipes. They also used +Post ad format, which takes users’ posts from the campaign’s page and turns them into display ads across the Google Display Network. Other users can then leave comments, follow your brand and give a +1, straight from the ad.
Launch date: February 15, 2014
The Cadbury campaign page achieved a fivefold increase in organic reach, while the Auto Awesome callout videos achieved more than 25K views in three weeks. There were 3K comments, 5K shares and 28K +1s.
Million views on social platforms in a six-week period
Engagements on Google+
Million organic views
- Steve Wheen, Assistant Producer
- Cheyne McCorkindale, Assistant Producer
- Alexia Merrington, Producer