Cadbury's Social Media Campaign for Dark Chocolate: A Contemporary Marketing Approach

This report discusses Cadbury's social media campaign for dark chocolate, its objectives, measurement of success, campaign plan, and communication strategies through various social media sites like Facebook, Instagram, Twitter, and more. It also covers the reflection on the campaign and the benefits of using digital marketing tools in contemporary marketing.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio

Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
Marketing is the activity of showing and advertising a company’s product in a best possible
way to aware customers within the market (Grantham and et. al., 2021). Through marketing
only customers are getting aware about the products within the market and what they need
to purchase. Today most of the companies are using campaign especially social media
campaigns for spreading awareness about their brand and products within their market.
This will also help them to maintain their brand image and brand recognition. Cadbury is a
British multinational confectionery company which is founded in the year 1824 and it is
headquartered in Birmingham, UK. The following report covers campaign objectives,
measurement of success, campaign plan And their communication strategies through
various social media sites like Facebook, Instagram, Twitter and many others. The following
report also covers reflection on campaign.
Campaign objectives
 To aware customers about the offerings of company especially the dark chocolate.
 To help the company by increasing overall sales through innovative and attractive
design of their social media campaign.
 To maintain a good relationship with customers.
Measurement of success
The following campaign is conducted on social media sites hence the measurement of
success of this campaign is measured through likes and comments on the post and uploads
made by company by the customers. The more likes will represent that customers like the
information which is shared by the company. Secondly, if customers are sharing their post
and uploads to other people then also it reflects that they are showing their interest in the
campaign an in the product.
Campaign plan
First of all, the Cadbury Company will decide a team who will design the campaign for their
success. After analyzing the team members they will make sure that the collection of data
will conduct properly. The data which is collected for this campaign is limited to the targeted

customers that what they like and what they did not like in normal social media campaigns.
After this the company is required to contact a expert who will suggest them about effective
designing of the campaign for attracting more customers toward their chocolates. After
preparing the campaign the company is required to check the effectiveness of the campaign
through a research where they can call few selected customers and asked them whether
they like or dislike the campaign. If they recorded positive review from most of the
customers then they must launch this campaign effectively. The work is not done yet here
hence they are required to contact to their customers and make them aware about the
campaign and product and generate interest to participate in the campaign.
Communication 1: Facebook
It is essential for the company to communicate the purpose and objective of their campaign
to their customers (Yu and Chan, 2020). Facebook is a social media channel where the
Cadbury Company can upload the pictures of their campaign with their chocolate photos.
They must make sure that they will share only that content on this channel which will help
them to increase their sales. The company can communicate with their customers through
the direct messages of customers where customers can ask their questions and the
companies acquired to answer them. The comment section on Facebook will also help the
company to analyze whether the customers are showing their interest to purchase their
chocolates or not.
Communication 2: Instagram
Nowadays Instagram is becoming popular social media channel which is used by most of the
people in this world. The Cadbury company is suggested to use the social media influencers
to promote their campaign because the social media influencers are having millions of
followers and their followers follow them and influenced by the products and services
suggested by this social media influencers. Hence the company suggested two pay few of
the popular social media influencers and ask them to promote their campaign and products
so that this will help them to increase their sales.
Communication 3: Twitter

This social media platform is basically known for its formal messages. Hence it is essential
for the company to mention those messages on this social media platform which will not
harm the feelings of their customers and their traditional culture (Shetty, 2018). More the
people retweet the post and comment positively will reflect this success of the campaign on
this platform. The company is required to clear the doubts and questions of their customers
which they can ask the company through their comments or through their retweets and
even through their direct messages to the company.
Communication 4: YouTube
This is the social media platform where the company can upload the blog, vlog and large
sized videos. There is a great opportunity for the chosen company that they will share the
actual reviews of their customers through this channel So that their other customers get
influence toward the brand and its offerings. This is the channel where again customers ask
their questions and provide review to the campaign through the comments section and
rating sections.
Communication 5: Website
It is also one of the most common used communication channels by the company to
communicate well with their customers (Kulkarni, 2020). It is suggested that the chosen
company must maintain a good design of their website and use those tabs and options
which their customers can understand easily and use easily without facing any issue. It
consists of the types of chocolates and their prices and their quantity sold by the company.
Reflection on Campaign
Digital marketing tools are one of the most important tools which are used in contemporary
marketing. Without digital tools a company can face various kinds of challenges to promote
their brand and products. There are various benefits of using these digital marketing tools to
promote any product in the form of campaign or advertisement. The benefits are it is less
expensive, it has global reach, it is easier to use, it promote the products faster and many
others. Hence in context of the chosen company they opt social media channels to promote
their campaign with the main aim of increasing their overall sales.

I think the above mentioned social media channels are one of the best digital marketing
tools which a company can use to promote their products well. For example website which
is not only used to communicate with customers but it also used as a physical evidence of a
company did the company really exist and it is legally and it is legally correct. Today most of
the companies design their website in such a manner which will include a complaint box
where a customer can type there complain regarding the product which they are using
related to the same company (Hwang and Kwon, 2020). This will help the company to analyze
the particular issues faced by their customers and it is a ethical practice that the company
will reply each complaint on time and make a effective solution to satisfy customers.
Secondly the above chosen social media channels our integrated effectively to the campaign
because it will help the customers to respond to the company and provide feedback to
them. The main reason behind this is that the company offer chocolates which is eaten by
young generation nowadays and the young generation is the age group who are more active
on social media sites hence they also use social media to collect information about the
companies and their offerings. Therefore targeting the main customers of Cadbury Company
they use social media channel. This will help them to communicate with young people and
analyze their issues and satisfaction factors within the market.
Conclusion
From the Above information it is concluded that marketing practices is one of the most
essential practices for a company to aware their customers about their product and prices
within the market. It will also help a company to collect information about customer needs
and wants. There are various kinds of social media channels which can use by a company to
promote their campaign like Instagram, Facebook, Twitter and many others. It is essential
for a company to focus on the message which they are conveying to their customers
through these channels. Most of the social media channels success can be measured
through the comments and likes by their customers. More likes, shares and positive
comments can be reflected as success by a company to avoid their customers and satisfy
their customers.
References

Grantham, J.L. and et. al., 2021. Evaluation of a social media campaign in Saskatchewan to promote
healthy eating during the COVID-19 pandemic: social media analysis and qualitative
interview study. Journal of medical Internet research, 23(7), p.e27448.
Hwang, H. and Kwon, D., 2020. Communications with Customers in the Service Industry: A Case of
Service Sales Manual Development. Business Communication Research and Practice, 3(2),
pp.96-102.
Kulkarni, S., 2020. Crisis Communication & Social Activism: The means of social advertising in times
of crisis.
Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and objectives
of integrated marketing communications. Economics, (2 (45)).
Shetty, G., 2018. Build Trust for Your Brand with Storytelling on Social Media. NHRD Network
Journal, 11(2), pp.19-23.
Yu, C.Z. and Chan, T.J., 2020. Cadbury Malaysia Porcine DNA Case: Lessons from Crisis
Management and Cultural Perspectives. Malaysian Journal of Social Sciences and
Humanities (MJSSH), 5(8), pp.33-38.