FMCG
Marketing Campaigns

Mondelez International - Cadbury

Author
Chet Marks

#NotJustACadburyAd

On the occasion of Diwali, Rephras AI created a digital avatar of India's biggest celebrity Shahrukh Khan for Mondelez International.

The campaign was executed in two parts:

  1. We created 500 ads targeted to specific pin codes that were played on Facebook and YouTube. Each video referred to local stores in that area.
  2. We built a microsite where shopkeepers across the country could enter their store’s names and receive a personalized video of Shahrukh Rukh Khan endorsing their store. These shopkeepers were encouraged to use the videos to promote their stores across social media.

Results

  1. Mondelez built a close relationship with thousands of local stores across the country
  2. The campaign delivered 22% higher VTRs and 18% higher CTRs
  3. 105k users logged on to NotJustACadburyAd.com to create their own version of the ad
  4. A total of 130k versions of the ad were created which were circulated through WhatsApp and across social media
  5. The campaign earned PR worth over USD 1.5 Million
  6. Cadbury Celebrations delivered a bumper Diwali with a 29% growth over LY (highest ever Diwali delivered on the brand)
  7. The Confederation of All India Traders (CAIT) which represents millions of traders across India reported a whopping 74% increase in Diwali sales - clocking the highest sales in a decade

Final thoughts

This case study is widely regarded as not only the best campaign for Diwali, but also a stellar example of how media, creativity, and tech come together to create meaningful connections with brands. 

It has opened up huge possibilities for Al-based innovations that other brands are trying to leverage only now.

Written by
Chet Marks
Head of digital marketing

Now, the paradigm has shifted. The question is not why you should include a content marketing strategy, but how you should do it has become the primary concern. Due to  competitive modern startup business environment, more and more companies are paying attention to content marketing to thrive.