Cadbury sees Olympics success

31 August 2012

LONDON: UK chocolate brand Cadbury has reported a significant brand boost following its sponsorship of the 2012 London Olympic Games.

Marketing reports that the brand owner has added 2.5m fans and followers to its official social media channels profiles on Facebook, Twitter and Google+, which posts and promotes Games-related content, so far in 2012.

Speaking to the news source, Sonia Carter, head of digital at Kraft Foods Europe, said that Cadbury also experienced a "huge uplift" for its digital owned media due to the sponsorship, including higher traffic to the company's website and a boost to email CTR.

Cadbury's also plans to launch another digital marketing push during the Paralympics, which take place in London for the next two weeks.

The firm claimed sharp growth in follower numbers over the 17 days of the Olympic Games, adding 25,000 Twitter followers, 35,000 Facebook fans and 200,000 Google+ fans.

As part of its marketing strategy, Cadbury has used Promoted Trends in relation to the Olympic Games and will do so again for the Paralympics.

"Social has been about testing and learning, and seeing what works, and we have got to a good rhythm of where we use organic and where we use paid on all of the channels," Carter added.

Coca-Cola, another Olympics sponsor, also claimed an impressive brand uplift from the Games earlier this week.

Figures from the beverage firm indicate that the sponsorship activity generated a 61% spontaneous awareness level for the brand among Chinese consumers, an even better result than it gained from the 2008 Games.

Data sourced from Marketing; additional content by Warc staff