Cadbury Dairy Milk is a great example of engagement marketing that happened a while back but you're gonna see the power of how engagement works over time from a really experienced and a great company to look at. The thing I really like about what they've done is they are developing people who are passionate about chocolate and really engaging them in a whole series of things that are very, very relevant and fun for the group to do, in other words, it's really great, awesome content, and the other thing I really illustrate is the idea of the community goal. They went out to the community, and said, hey, we want to accomplish this goal if you help us we will then celebrate it so you get to see how all of that works together. A little bit of background Cadbury is a UK company and in 2010-2011 they said we want to maximize our impact on Facebook and our goal is very simple. We want to have a million likes. And they went out to the community and they said, when this is accomplished, we're going to have a big celebration for everyone. And so, what they did is they had a whole lot of really interesting things that they did with chocolate, having people send in ideas and they would make things and do things. In doing so, that would go viral and more and more people would like them. And so by the end of 2011, they reached their goal of a million likes. And so this is gonna show you what they did. So what they did is their target market was chocolate lovers. It's a patient market. They build chocolate cars, houses and other things to get people going, and of course every time they did that it went viral. They ran a contest for children, promoted activities they could do with chocolate, and you had of course a lot of great recipes and things like that. And the goal was to get to this one million Likes. And so here's what happened when they did. When they got to a million Likes, they decided to do a 45 hour build of a giant chocolate thumb which is the Like symbol for Facebook. And the celebration was streamed live, so during the 48 hours, they did a whole lot of different activities in addition to building the thumb. And so as you recall in engagement marketing relationship, it's anonymous. So what they did is they asked people to post on Facebook different suggestions, and you're gonna see that as you watch the video. Watch the back wall. There's essentially a comment wall where people said we'll make a cake, or do this, or say hi to this, or go do something else, and the key was they put those on the wall, then during the course of the 48 hours, they would actually do them. That kept people watching, and they found a lot of people watch for the entire four 48 hours. But what you're gonna see here is a video of them making the thumb and the celebrations that they went through. [MUSIC] Okay, that was the actual celebration. There are a lot of activities that went before that, and a lot of things that happened after that. But notice how they really involved the people that were watching in the entire process. In fact, behind them you had the wall which you see here on the left. People send in their congratulations. They can also ask them questions, or request them to do things, that were going. So, in other words, while it was an anonymous two way dialogue, the dialogue happened. In fact if you go back and watch, it actually talks to somebody named Laura, who had sent in the request to make the cake. And so the key is, they've made it very very personal, even though they really don't know who you are. And that's really one of the hallmarks of engagement is you're engaging with people that are in a certain patientary or certain trigger event in their lives. You don't necessarily have to know who they are, and if you have the right kind of products this works really well. But the key is notice how they made it two way even though it was an anonymous relationship with the people. And so the key though, is that they kept doing it. And so they hit a million people, now they're up to 12 million today. And one of the things I'd encourage you to do is to go out to Cadbury Dairy Milk on Facebook. What you're gonna find is all sorts of things that are very engaging to that passion market. They give them recipes, they give you ideas, they show you different things to do. Lot of seasonal things, things for your kids, things for you as an adult. And all sorts of different ways of using chocolate and they just make it fun, they make it really engaging and really interesting. And so the key was, the celebration itself had 35,000 people involved with the campaign, 40,000 new Facebook fans had did it while it's happening so as a result they were actually going out virally. And the increase in Facebook participation from 16% to 33% because of all the events. So what they were doing was they were measuring engagement as it happened and they were putting on a lot of different content really designed for people passionate about chocolate and encouraging them through the celebration and the setting of community goals. We want to hit a million of getting more and more people to come in in other words excited people on Facebook went out and got their friends and brought them over so that they could eventually have the celebration which you just saw. So what does it tell you? First off it worked because it was very broad targeting, there are a lot of people that are chocolate lovers to do it. It was extremely relevant. They made it really an interesting thing to do to actually build the giant thumb. They also gave coupons and special offers to people who buy the chocolate. So, they make it really relevant for the people who are chocolate lovers. They made it fun, as a great way to engage the markets in that two way interaction. And it was very, very creative. And those are the sort of things that people gravitate towards. They really enjoy doing it as they move forward. So what does this mean for you? Well as you're going through and thinking about your engagement strategy the key is to make it two way. Ask people for their opinions especially if you're in a patient market. Get that two way dialogue happening even though you don't know who they are. And try to make it as fun as you can. The key is people like to do things that are unique. They also like to set goals and work towards it as a team, you and them. If that's appropriate, that's a great idea for you. And so the thing I like about Cadbury is it was very effective engagement marketing. That not only worked back in 2011, but is working for them today. So go ahead and follow them on Facebook and kind of watch what they're doing. It's a great ongoing lesson in how to do engagement marketing.
