Cadbury Dairy Milk: Friend-A-Gram

Yara Mansour, Nada Sameh, Mohamed Sabaa et al.

This case study describes how Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.

Campaign details

Brand: Cadbury Dairy Milk OreoBrand Owner: Mondelez FoodLead Agency: StarcomContributing Agencies: Accelerate MECountry: EgyptIndustries: ConfectioneryMedia Channels: Games & competitions, Online video, Social mediaBudget: Up to 500k

Executive summary

How do you get a youth target to pause and spend time with your brand on a social platform like Instagram, that forces you to scroll as fast as your fingers can? How do you create social engagement between friends on a single mobile screen, when your viewing is often kind of lonely? How do...

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