Cadbury for Nisa

Driving Footfall With A Cracking Cadbury Campaign.

Project team

Rebecca Normington Laura Wardropper Melanie Hill Sarah Heald

Services provided

Project overview

This is one we’re pretty proud of — a seasonal, cross-channel campaign to convert digital fans into physical footfall.

Drawing on our bountiful experience working with FMCG and food brands, this case study discusses our work with major UK convenience retailer Nisa, as well as Cadbury, a leading confectionery brand owned by Mondelez International (as if they needed an introduction!).

Cadbury for Nisa

11.7K visits to the Nisa store locator

343K campaign-specific impressions on Facebook and Twitter alone

45% increase in customers looking for their nearest store

“It was great working with you – quick and very clear in communication.”

Becky Jones Customer Development Manager, Mondelez UK

Challenge

Getting the message heard in a Nisa and Cadbury busy retail period.

The hubbub of activity that surrounds Easter presents a challenge to marketers. What was essential was a distinctive, concise campaign that cuts through the digital noise — a tough nut (or egg?) to crack.

It was our aim to drive online social followers to where it really, ultimately matters — into Nisa stores. We needed to raise awareness of the Cadbury product range available.

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A cross-channel, seasonal campaign that turned online fans into real, physical footfall.

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Vision

A campaign to get bums off seats and into Nisa stores.

We envisioned an eye-catching campaign to bring Cadbury and Nisa to the forefront of customers’ minds. This would involve an engaging mechanism to drive store visits, supported by a steady stream of carefully-targeted social and online content.

To amplify this message, we wanted everything to be backed by appropriate messaging and strategic influencer marketing.

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Craft

Engaging, thought-provoking and cross-channel content.

Our strategy focused around an in-store competition, supported with engaging online content underpinned by #NisaCadburyEggHunt.

Our central competition mechanic was supported with a cross-channel marketing push: organic and paid social, influencer marketing, onsite content, as well as email marketing.

This stream of social content focused on a variety of engaging themes, making use of GIFs and instructional recipes. We also took advantage of social mechanics to drum up engagement and hype for Cadbury and Nisa.

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Deliver

A creative campaign that delivered tangible results and drove footfall.

During the Easter period, we recorded 11,674 visits to the Nisa store locator (demonstrating clear intent to visit a local store) — that’s an increase of 44.4% customers compared to normal figures.

Over this limited period, we also saw 343,449 impressions on Facebook and Twitter alone, 8,900 campaign-specific engagements. The competition also witnessed 394 entries (despite not all stores being involved!).

Having partnered with six carefully-chosen influencers, each joining in the #NisaCadburyEggHunt as well as sharing their Easter recipes and crafts, this campaign’s reach extended to new customers. Hoppy days!

11.7K visits to the Nisa store locator

343K campaign-specific impressions on Facebook and Twitter alone

45% increase in customers looking for their nearest store

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