To kick off the campaign, Cadbury partnered with chef Eric Lanlard who invited members of the G+ community to create recipes containing Cadbury Creme Eggs. The best recipes were recreated by Eric during a live Hangout a few weeks after 2 call out videos were produced, and fans made use of Auto Awesomes to create animated pics of their recipes. Teaser videos provided reminders of the upcoming Hangout with a curated album collecting eye-popping pictures of the tasty submissions. To encourage interaction, Cadbury used +Post ads, allowing users to take social actions directly from their ad units across the web.

7.9M views on social platforms in six weeks. On Google+, up to 36K engagements, with 3M organic views. A fivefold increase in organic reach and a six times increase in the number of social actions over pre-campaign levels. Auto Awesome call-out videos achieved over 25K views in three weeks.