Cadbury Picnic ‘It’s No Picnic’

A Nutty & Caramel Filled Case Study

2010 Digital Marketing and Media Summit Melbourne Thursday, December 2, 2010

Cadbury Picnic had been forgotten and urgently needed to get back on the public’s radar.

The Problem

Forgotten Child Picnic was losing sales and share

Snickers was gaining ground

Decline of ugly

‘Deliciously Ugly’ was used exclusively from 2000 - 2008

Time to shift the consumers’

thinking

A Physical Eat. (Brand Truth)

“Perpetual Teenager” An irrepressible need to be silly, outrageous and irresponsible, even at a time in life when they’re

expected to be putting aside these childish things.

Perpetual Teenager “As seen on TV”

Harness the consumers’ creativity to build a challenger brand.

The Strategy

THE PICNIC CHALLENGE

PART 1 Take the ‘perpetual teenager’ who’s ready for a CHALLENGE!

PART 2 Add a big full-on Chocolate-y eat

+ PART 3 And give him 30 seconds on TV to stuff it in his mouth

(The same length as TV ad)

+

THE RECIPE

Legal & Corporate Comms

Department

Client, A slightly concerned

MAKING THE IDEA A REALITY

#1 Collaboration

Client, media and creative agencies working together to sell the ‘idea’

#2 Trust

Understanding each others’ capabilities

#3 Originality

The power of doing something different

LETTING THE CONSUMER TAKE CONTROL

STEP 2 Make video using

a webcam

STEP 3 Choose your voiceover

STEP 4 Publish your

video

STEP 1 Select your name (Over 1,000 names)

HOW THE MICRO-SITE

WORKED

Over 500 ads were created by consumers

Over 100 individual ads aired on national TV

BEHIND THE SCENES

1 Winner  Selec*on:      Game  of  skill  (Quality)  

2 Client  +  Legal  Approval  

5 Talent  contacted  (Release  Contract  Signed)  

4 Winning  ads  into  produc*on  –  encoded  for  TV  

3 Media  purchase  spots  in  winner’s  city  

6 Talent  alerted    via  eDM  -­‐  You’re  going  to  be  on  TV!  

7

Exact  *me  and  date  of  their  ad  going  to  air  

8 Dispatch  ads  and  match  key  numbers  with  television  network  

9 Prompt  talent  to  share  date/*me  to  social  networks  

COMPLEXITY OF PRODUCTION PROCESS

EXTENSIVE SOCIAL MEDIA

SEEDING

SOCIAL OUTREACH

DIGITAL PR

Brand Advocates

Chocolate Lovers

Industry (Advertising)

Cadbury Employees

Quasi Famous Peoples

Wannabes

THE POWER OF WANTING TO BE FAMOUS

Applications

STAR NOW

657 FEE $0

RESULTS (They’re really good)

The Bottom Line In February 2009 Picnic’s

retail sales grew by For the same period

Snickers sales dropped

AC Nielson Track Data

The Bottom Line For the same period, Snickers

lost market share by Over the period of the campaign Picnic’s total market share grew

AC Nielson Track Data

Media Spend

Cadbury Picnic’s total media spend

Snickers media spend in 2009 alone was

AC Nielson Track Data

Take Away 1.  User generated content campaigns must

be relevant to consumer

2.  Collaboration, Trust & Originality are key to making big ideas a reality

3.  Think laterally to find new target audiences when planning social outreach

4.  Clicks, impressions and downloads are not the only mark of success

5.  Buy a Cadbury Picnic and have a go yourself.

www.itsnopicnic.tv

Want to see more?

Thank you. Luc Wiesman Head of Digital Strategy George Patterson Y&R - Melbourne

Email: luc.wiesman@gpyr.com.au Twitter: @luc_w