Use rich media to build talk/attention.
Use Twitter tools to optimise the campaign.
@CadburyAU found the multi-picture format visuals had high engagement rates and surpassed the single-picture format. More multi-picture format graphics were used as the campaign continued, raising overall engagement rates.
Use buzz to create a viral campaign.
Pre-campaign, @CadburyAU seized the chance presented by a Buzzfeed Australia article speculating on a possible Vegemite flavor. After the combo was announced, the company Tweeted the article’s author to confirm the rumor. This sparked viral coverage and the conversation around the announcement.
@CadburyAU’s simple campaign mechanics captured audience imaginations. Twitter users contributed to the conversation by creating their own graphics with flavour ideas, which drove awareness and engagement.
Media use the @CadburyAU handle as a new source for content. ... Our Twitter interactions resulted in newspapers picking up the story, with Cadbury’s Tweets embedded on websites around the world, driving traffic and brand exposure.