CDM Storytelling at Scale
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Transcript of CDM Storytelling at Scale
Storytelling at Scale Cadbury Dairy Milk - Global
social we are
Cadbury Dairy Milk had a whole lot of Facebook challenges. Multiple market pages, no central strategy,
markets using any content they could get their hands on…
social we are
So, we took them from this….
social we are
To this!
With Storytelling at Scale, a content-led strategy to
spread joy and unite chocolate lovers, worldwide
We tested hundreds of pieces of content with audiences around the world; then listened, learned
and adapted our narrative…
We uncovered the common passion points that united our global audience and used these to
create a storytelling strategy with a consistent look and feel
UK: “We’re cheering for buttons”
Malaysia: “Who’s finishing first in the Malaysian Grand Prix?”
We held workshops in 20 countries to help local markets understand how they could
bring the global story to life in the right way for their audience
The results have been joyful! social we are
Cadbury Dairy Milk × Page 9
Philippines Malaysia Australia South Africa UK
An aligned look and feel means markets can easily share great content, resulting in truly global stories
AND a 40% reduction in content creation costs
Monthly Facebook reach increased from 16m… to 50m!
A third of our target audience is reached, around six times p/m– at a fraction of the cost of TV ads
By focusing on our audience’s passion points, and telling great little stories, we increased
audience engagement by 18%
And we helped drive 200% more ROI from social media than
from any other media channel – globally. Which we think is delicious!
social we are