Have a fling with a Crème Egg
Cadbury Crème Egg
Issue 27 | July 2013
Agency
Elvis Communications
Creative Team
Executive Creative Director: John Treacy Associate Creative Director: Shwan Hamidi Copywriter: Hannah Riley
Production Team
Project Manager: Fallon Kirkum Tech Lead: Fergal Andrews Design Leads: Chris Clausen, Neil Carding Studio Lead: Keith Moodle
Other Credits
Managing Director: Tanya Brookfield Senior Account Manager: Becka Smith
Date
January - March 2013
Background
As a seasonal product, Creme Eggs are only on sale January to March. The problem was, most people thought they were on sale all year and weren’t hurrying to buy until it was too late. So sales were slipping.
The challenge in 2013 was therefore to find a way to activate the 2.4 million Creme Egg Facebook fans and drive the crucial limited availability message to them. The campaign would have to outshout all the competition and create urgency to buy from Day 1 of the season.
Idea
Few things are more fun or fleeting than a fling. So the idea was to get the UK to ‘Have a Fling with a Creme Egg’ via a carefully devised three month, three stage Facebook campaign.
In Stage 1: ‘Egg Mania,’ the eggs were given the status of returning superstars, with content focussed on screaming fans, hysterical crowds and nationwide excitement.
In Stage 2: Fling Frenzy, fans were driven wild with ‘fling’ content like spoof online dating profiles. Towards Valentine’s Day, the romance was dialled up with an app where fans could win personalised love mementos.
In Stage 3: Final Flings, the content created urgency to buy before the season ended. Posts featured empty supermarket shelves, panicked crowds and a heartbreak support helpline.
Each piece of content was crafted with the care of an ATL execution, with media allocated to the best performing posts. This strategy made sure every stage of the campaign resonated brilliantly with the young target audience and helped it reach far beyond the pre-existing fan base.
Results
The Creme Egg Facebook page became the top performing UK brand page in the hugely competitive FMCG category (Social Bakers, April 2013).
Through 75 posts in three months, the campaign reached over 15.2 million people.
The Facebook fan base rose from 2.4 to 2.6 million.
There were over 4.63million likes, comments or shares of the campaign (a 2.48% engagement rate, well above the industry average of 1-2% (Facebook, 2013).
87 personalised mugs, 75 plates and 100 friendship bands were sent out to 262 eggstatic Creme Egg fans.