One of the most coveted and best-selling of all the Cadbury Caramilk chocolate was set to launch in Singapore.
CLIENT | Mondelez Singapore
OUR SERVICES
- Creative Drops
- Influencer Engagement
- Creative Content Development
THE BRIEF & OBJECTIVES
Effectively launch Cadbury Caramilk in Singapore with a concept that resonates with local consumers to generate media and social media visibility, which ultimately encourages mass consideration and trial.
To highlight Cadbury’s support to Fair Price, as it is the largest distributor of Cadbury Caramilk in Singapore.
DELIVERY
Creative Drops
We disseminated creative drops that were filled with Cadbury Caramilk for the influencers we engaged. This generated a healthy number of social media buzz.
To maximize awareness, we also sent a specially curated box to Mothership.sg - a Singaporean digital news agency. Their news platform covers current affairs, lifestyle topics as well as trending issues. The agency firmly believes in the power of hyper-local content to connect and engage over 700,000 readers.
Influencer Engagement
To further drive the message and awareness of the launch, we engaged relevant social media influencers to create content to drive excitement for the launch. We did this through:
Creative Curated Video Content (Macro Influencer)
Lifestyle posting (Micro Influencers)
Creative Launch Inspired Posting
Cadbury Caramilk Inspired Look
Creative Curated Video Content (Macro Influencer)
Night Owl Cinematics (NOC) is a Singaporean production company known for its YouTube channel, Ryan Sylvia. Founded by Ryan Tan and Sylvia Chan, the company is famous for its comedy videos, travelogues, lifestyle videos, as well as their food review series, Food King.
The team at NOC together with Cadbury Caramilk & Fair Price produced an engaging video that got a staggering amount of engagement on NOC’s Instagram & Facebook page.
Lifestyle posting (Micro-Influencers)
We engaged a total of 10 x micro-influencers to produce lifestyle-inspired content, to highlight the new product and with a call-to-action to get the yummy treats at Fair Price SG.
Creative Launch Inspired Posting
Cadbury Caramilk Inspired Look
RESULT
The launch campaign garnered a total of SGD79,933 from 16 media clippings and social media postings from the influencers.
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE
EXPLORE MORE
The success of Jom Cadbury in 2018 resulted in the decision to introduce a second limited-edition flavour - Cadbury Dairy Milk Durian in 2019 and the opportunity to launch the campaign was even bigger and better than before.