#NotJustACadburyAd
On Diwali, Rephrase.ai created a digital avatar of India's biggest celebrity - Shahrukh Khan - for Mondelez International.
We executed the campaign in two parts:
- 500 ads were created and targeted to specific PIN codes on Facebook and YouTube. Each video referred to local stores in that area
- We built a microsite where shopkeepers across the country could enter their store’s names and receive a personalized video of Shahrukh Khan endorsing their store. These shopkeepers were encouraged to use the videos to promote their stores across social media
Results
- Mondelez built a close relationship with thousands of local stores across the country
- The campaign delivered 22% higher VTRs and 18% higher CTRs
- 105k users logged on to NotJustACadburyAd.com to create their version of the ad
- A total of 130k versions of the ad were created, which were circulated through WhatsApp and across social media
- The campaign earned PR worth over USD 1.5 million
- Cadbury Celebrations delivered a bumper Diwali with a 29% growth over LY (highest ever Diwali delivered on the brand)
- 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 enormous possibilities for Al-based innovations that other brands are trying to leverage only now.