Cadbury Dairy Milk Silk: Silk firsts

Cadbury., a chocolate brand, boosted the online sales and awareness of Cadbury Dairy Milk Silk with the Silk Firsts campaign which advertised the product in romantic webisodes on Instagram.

The communication goal

Cadbury Dairy Milk Silk has been at the forefront of helping young hearts express their love.

With social media, primarily Instagram, staking claim as a key platform for our young Gen Z audience to express themselves, we set out on a task to innovate how we could help spark conversations around love and romance, on a medium they were most inclined to interact with.

The situation analysis

The rise of digital has led to a rise of the Attention Economy. The democratization of content creation, the rapid rise of short-form video platforms have changed audience behaviour. As...

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