Cadbury celebrates Facebook success

Posted by Nicole Eckersley on 11th July 2011

Cadbury Dairy Milk Australia, the flagship of the Cadbury brand recently purchased by Kraft Foods, is celebrating its successful Facebook marketing campaign this week, having reached a milestone 100,000 fans on the social media website.

The company said the fan base is a “landmark” in Australia, and that it has put the Cadbury Dairy Milk facebook page in the top 10 Australian food/beverage branded facebook pages generated for Australian consumers, according to SocialBakers.com, a social media statistics website.

The page came in seventh behind Unilever’s Bubble-o-Bill icecreams, Coca-Cola Australia, Pringles Australia, KFC Australia, Hungry Jack’s and Samboy Chips, and the chocolate brand’s page showed the greatest growth.

Cadbury also had the largest number of products in the top spots on facebook, with Fry’s Turkish Delight, Cadbury Boost, Cherry Ripe and the Cadbury Australia page all rating in the top twenty.

To celebrate the occasion, Cadbury has announced a competition for its facebook fans, offering a chance at ten Cadbury Dairy Milk “Thank You!” packs, valued at $50.

Cadbury said that Dairy Milk has fully embraced social media and has run a series of successful campaigns on both facebook and Twitter that has seen the brand averaging over 1,000,000 impressions per month.

“The facebook page regularly sees updates with over 1000 ‘Likes’ and has an impressive level of fan activity and interaction for an Australian branded page according to facebook Insights, where the month of May saw the monthly active user rate reach 44%,” said a release from the company.

“The recent release of Cadbury Dairy Milk Mousse has seen a further explosion of social media chocolate love. A recent “Win Mousse” campaign, run exclusively on facebook, received more than 7600 entries in a week. Even the @CadburyAU Twitter enjoyed the spotlight while trending on Twitter after almost 100 Retweets for its simple post: ‘RT if you think Cadbury Dairy Milk is nom nom nom’.”

“We are so excited by the level of engagement our consumers have with Cadbury Dairy Milk,” said Cadbury Dairy Milk Marketing Manager Kirstin Stapelberg. “Their very real interest in all things Cadbury Dairy Milk is evidenced in the extent of their online participation.  The ‘Thank You!’ pack is our small way of saying a massive thank you to our loyal consumers who so actively follow and participate in the brand’s news.”

Cadbury Dairy Milk facebook page has been managed by The Online Circle and they have been thrilled with the success.