FMCG
Marketing Campaigns
Mondelez International - Cadbury
#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:
- 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.
- 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
- 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 own 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 huge possibilities for Al-based innovations that other brands are trying to leverage only now.
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