Satisfying the sweet cravings of 10,000 chocolate aficionados, the Cadbury campaign was a big success with more than 164K engagements on Twitter.
At its peak, the campaign trended #1 both in the UK and worldwide and produced an impressive 2.81% engagement rate, hitting well over double the industry benchmark engagement rate of 0.5-1.0%.
The total time spent on the live stream was an impressive 158k minutes. What's more, the Twirl Orange presale managed to clock up a tasty 9.5 million impressions, well ahead of the planned 8.8 million.
On 18th August (first day), 5000 Tweets with the hashtag were received within 03:10 minutes. On 20th August (second day), @CadburyUK received the 5000 Tweets with the hashtag in just 01:50 minutes.
Reflecting the success of the campaign and the never-ending appeal of a revamped chocolate bar, the story generated a huge amount of earned media. Positive coverage was published in a wide range of titles from nationals like The Sun, Metro.co.uk, and the Express to lifestyle sites like Good Housekeeping, along with ad industry title The Drum.