Online marketing for chocolate giant
Cadbury extends successful online campaign
Thursday, 06 Mar 2008 13:31
Cadbury is to extend its successful UK digital marketing strategy across the globe to further brand awareness, it has announced.
The company has chosen
MassMedia Studios to run its global campaign one year after using its services to boost email, web, mobile and TV marketing, IT Pro reports.
It notes that Cadbury's hopes to achieve better control and consistency in its marketing efforts by focusing on digital channels and is to use MassMedia Studios' services to extend its brand awareness in the US, Australia and New Zealand.
Frances Dovey, interactive and emerging media manager at Cadbury, told IT Pro the company hopes to embrace digital promotion in all the regions it markets to.
She added that digital media marketing "in addition to giving us greater control and efficiency over our activities ... has helped us improve our understanding about Cadbury consumers".
Last year, MassMedia Studios launched an advert for the confectionary giant which employed email and mobile marketing but also encouraged user-generated content from fans of the product.
Online resource Brand Republic reported that the digital agency set up a branded YouTube channel which allowed users to upload their own Creme Egg adverts.
