Case Study: Cadbury achieves 20M video views and 100K+ new subscribers with TractionNext

The Cadbury Creme Egg promotion that connected TV to digital

Cadbury sought to relaunch the Cadbury Creme Egg with an innovative promotion to drive word of mouth, raise brand awareness and boost sales among 16–24 year olds, using mobile and digital channels to capture subscriptions and consumer data. Cadbury engaged TractionNext’s integrated multi-channel digital marketing platform to manage email, web and mobile communications and to centralize campaign data and analytics.

TractionNext implemented its platform to handle registration, competition entry, send-to-friend and web-to-WAP games, email communications, SMS/WAP mobile activity and integration with Cadbury’s web analytics, tracking every customer interaction (including social and DRTV responses). The campaign nearly doubled email open and click-through targets, generated over 20 million views of viral/social videos, added more than 100,000 new database subscribers, and delivered real-time demographic, timing and handset insights that proved DRTV-to-digital conversion and informed future promotions.

Cadbury