Product: Cadbury Creme Egg
Title: Hunt the White Creme Egg
Media: Outdoor, Social, Digital
Date Of Campaign: 01/01/2019
Background: When you’re only on shelves for a few months of the year, generating sales quickly is crucial. Our Creme Egg Hunting Season campaign addresses this challenge. It has been running since 2017, but to keep people engaged in 2019, we also needed to tackle a bigger industry issue.We needed to create an ad campaign for an audience that is increasingly avoiding ads.People are moving away from traditional media. A recent study found 76% of people block ads online or skip traditional TV ads and 90% skip pre-roll video ads.We needed to drive desirability and, crucially, urgency to purchase, so the brand could hit its sales targets during this short period of time. In order to do this, our communications objectives were to drive reach and positive brand engagement among our target audience, and do that in a way that was as integrated as our audience’s media worlds.
Idea: We created a new, limited edition product for brand fans to search for – the rare White Creme Egg. Then, in a unique series of partnerships, we worked with other advertisers to create the ultimate ‘Easter eggs’. We hid our super sought after eggs in other brands’ ads – getting the nation to stop skipping and start hunting for them!We partnered with 12 household names such as Unilever, Heinz, Google, Honda and Benefit, and hid our delicious, gooey goodies in their advertising. In short – we turned their ads into our ads. People needed to hunt them down, snap the hidden Creme Eggs and upload them at HuntTheWhiteCremeEgg.com, where they could unwrap the egg they’d found to instantly discover whether they’d won a milk chocolate Creme Egg or a rare White Creme Egg. They also had the chance to win £10,000.
Results: We reached 88% of all UK adults (92% of 16-34s) at least five times each. That reach and frequency resulted in 15.7 million completed video views across YouTube, Facebook and Twitter and a huge 32% VTR rate on our skippable YouTube ads. Not bad considering 90% of people usually skip this type of ad.This engagement was the first step into a more involving multimedia experience – in total we hid 42 eggs, which were found a massive 760k times! They were hunted down in our partners’ ads, captured on people’s phones and uploaded to our site! This is impressive, considering the depth of engagement this requires from consumers.Most importantly, sales have increased 9.9% in volume and 45% in value! All the more significant considering that Creme Egg is already the UK’s biggest Easter brand.