The popular chocolate maker combined keyword targeting and Video Pins to boost awareness of their new milkshake mix through digital engagement.
Inspiring shoppers to try a new milkshake mix
Cadbury knew that the nation loved their classic chocolate taste, so they wanted to give everyone the chance to enjoy the delicious taste in a milkshake.
Knowing that Pinterest was a platform that hosted a significant amount of content related to food and drink, as well as a core audience open to trying new products, Pinterest was the ideal choice for this campaign.
“We chose Pinterest as a platform due to its affinity with our target audience – families. Through eye-catching creative we hoped to introduce our delicious milkshake mix to a wider family audience than the current powdered offer on the shelf. ”
Capturing the right audience
Cadbury’s campaign focused on Video Pins to connect with their target audience and inform them of the new milkshake mix. Working with creative agency VCCP, Cadbury produced vibrant creative that combined iconic Cadbury branding with the nostalgia of traditional milkshake cues and appetising product imagery. The film demonstrated how simple it is to prepare a milkshake with Choc’Shake and was the optimal length for the platform, engaging Pinners while not demanding too much of their time.
To support their campaign, Cadbury used keyword targeting to help connect with the right audience.
Beating the benchmarks
Cadbury’s highly creative campaign delivered strong results. The video achieved completion rates of +64%* compared to Pinterest’s benchmarks, while the video’s engagement rate was 134%* higher than Pinterest’s benchmarks. Although product awareness figures are not yet available, the high engagement rates are an encouraging indication that the Pinterest campaign is likely to have driven awareness of the product among the target audience. This showed that, with the right creative, Pinterest can be a great platform for launching new products by delivering high-quality engagement among the targeted audience.
1. Make sure that creative content is relevant for your audience, as well as entertaining, as this is more likely to lead to high performance among people who use Pinterest.
2. Drive brand awareness by placing branded elements in a prominent position within your creative assets, as Cadbury did by keeping the product in-shot.
3. Ensure that Video Pins are the optimal length for the Pinterest platform, and add a fun twist to engage Pinners as they’re scrolling through their feed.
*Cadbury data, 2019