Case Study: Cadbury boosts ad recall by 48% and 2.5x message association with Facebook Audience Insights

Cadbury - Customer Case Study

Cadbury Dairy Milk, part of Mondelez International, wanted to boost awareness for its “Tastes Like Joy Feels” campaign by better understanding how consumers associate chocolate with moments of joy. The challenge was to create scaled, personalised, mobile‑first creative that would resonate in the News Feed and drive stronger ad recall and message association than TV adaptations.

Using Facebook’s Audience Insights API, Cadbury analyzed mentions and topic data to learn how feelings about chocolate shift by day and moment, then worked with agency Elvis to run targeted, meme‑style video ads timed to those moments. The API‑informed creative delivered a 48% increase in ad recall versus TV‑optimised ads, a 2.5x increase in message association, and Brand Lift gains of +17 points (ad recall) and +6 points (message association).

Cadbury

Gerry D’Angelo

Senior Acquisition Manager