How BSD Helped Cadbury Build Their Facebook Community

BSD was asked to devise a social media strategy to increase consumer awareness of the support Cadbury Wishes was giving to the Make-A-Wish Foundation. Working on the principle that 'tell someone and they will forget, show them and they will remember, involve them and they'll understand', BSD devised a campaign where consumers would be encouraged to increase the amount Cadbury would donate to Make-A-Wish through their own actions.

The concept was to make each *like* the Cadbury wishes page received throughout November and December to equate to 10p to Make-A-Wish UK up to a value of £10,000. This would be in addition to the 10% of profits that Cadbury would be donating to Make-A-Wish in the UK and Ireland from Cadbury Wishes sales.

BSD also managed the fan engagement on the Facebook wall and produced a welcome tab for organic traffic to the FB page. The interactions on the wall were massive, with posts asking people to share the message about donating to Make-A-Wish UK regularly getting multiple hundreds of likes. The top liked post was liked over 900 times and had a virality score 70 times higher than posts before the campaign started.

Using this concept BSD and Cadbury's retained media agency, ran Facebook ASU like ads communicating the offer. BSD produced the images for these ads and consulted on copy. The results were outstanding with cost per likes 75% cheaper than expected.

The outcome was that on the last day of the campaign, enough likes were achieved to donate the full £10,000 to Make-A-Wish UK and the campaign added over 77,000 likes to the page in two months.