Cadbury for Nisa

Driving footfall with a cracking Cadbury campaign

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!).

Project team

Laura Wardropper Melanie Hill Sarah Heald

Services provided

Cadbury for Nisa

152% increase in reach

60% increase in Engagements

45% increase in customers looking for their nearest store

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.

1770x1640 nisa cadbury 2 1800x1770 nisa cadbury 2

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

3840x2050 cadbury 1new 1

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.

1800x1770 nisa cadbury 3 1770x1640 nisa cadbury 3

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.

3840x2050 cadbury 2

Deliver

A creative campaign that delivered tangible results and drove footfall.

During the Easter period, we recorded a 44.4% increase in visits to the Nisa store locator (demonstrating clear intent to visit a local store).

Over this limited period, we also saw a 52% lift in impressions on social media and 60% campaign-specific engagements.

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!

Our targeted approach and finding the right influencers for the brand resulted in 152.35% increase in reach via Influencer activity.

152% increase in reach

60% increase in Engagements

45% increase in customers looking for their nearest store

Related projects

Fancy a good ol' chat about the values of marketing to your business?

Drop Us a Line

Show us your briefs.

NEW ONES, OLD ONES, TIGHT ONES? SHOW US YOUR BRIEF IN UNDER 250 WORDS AND WE'LL KICK-START YOUR SUMMER 2020 MARKETING.

FRESHEN UP YOUR SUMMER BRIEFS TODAY - FIND OUT MORE

Briefs toast