During its advertising campaign, chocolate giant Cadbury has made at least 4 times more ROI on its online platform then Television. Its well known video advertisement nicknamed “Chocolate Charmer” was released cross-platform including on YouTube promoted videos.
Only 7% of Cadbury’s budget is spent in the online sector but were surprised to see it generate 20% of sales. The market research agency Gfk NOP showed study results that evaluated the performance of the campaign, the results proved the effectiveness of online advertisement and how it can create high returns on investment. The real success was discovered through Cadbury’s use of YouTube promotional videos, returning 3 times the ROI.
Babita Earle, Divisional Director at GfK NOP, said: “We are extremely pleased with the results from this study. We believe there are some key learnings on how digital platforms can be used alongside traditional media to really optimise the efficiency of campaigns. It has helped answer questions critical to advertisers to today: How effective has the campaign been in driving sales and how the various platforms worked together?”
The campaign was cleverly constructed so that both TV and online platforms complimented each other; TV aimed at the masses whist online targeting was more specific. It was also proven that the majority of exclusive online audiences, two out of three, never actually saw the television advertisement.
Company marketers are finding more and more proof about the advantages of getting their videos and commercials online. This will certainly help change the minds of those unconvinced that making investments within the online platform is of any use, especially as it continues to get stronger and stronger corporately.
Source: Digital Training Academy