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Case Study: Cadbury Dairy Milk India achieves 5.1% increase in brand consideration and 5.7% incremental reach with Facebook
A Facebook Case Study
Measuring impact across media
Cadbury Dairy Milk India, part of Mondelez International and a market leader since 1948, ran a two‑month "padhti dosti ke naam" multichannel campaign to position the brand as a way to grow friendships. The team wanted to test Facebook’s effectiveness in driving reach, top‑of‑mind awareness and brand consideration among 18–34-year-olds.
Cadbury ran its 30‑second TV spot and supporting creative as video and carousel ads across Facebook’s desktop and mobile News Feeds, using reach‑and‑frequency buying to maximize audience exposure while controlling ad frequency. A Millward Brown study attributed a 5.1% lift in brand consideration and a 5.8% lift in top‑of‑mind awareness to Facebook, delivered 5.7% incremental reach over TV (81% incremental reach vs light TV viewers), a 2.8% rise in spontaneous awareness, and an estimated 10× impact on Facebook ad spend from just a 5% media investment.
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Cadbury
Prashant Peres
Director