The big idea was to inspire millennial parents to create and celebrate “shared moments of joy”, and to associate and include Buttons in these little everyday rituals through a combination of engaging content speaking to our target audience as well as a customisable virtual reality experience allowing parents and children to immerse themselves in their own personalised “Memory Lane”, where street signs were updated to reflect the names of their children and posters were filled with favourite photos imported from their camera or Facebook.

Cadbury Memory Lane, a customisable virtual reality experience, let parents immerse themselves in their own personalised Memory Lane, where street signs were updated to reflect the names of their children--- and posters were filled with favourite photos imported from their camera or Facebook.

And all of it was available for parents to view and share on their mobiles, desktops or on a VR headset.

To help bring Cadbury Memory Lane to our audience of millennial parents, we supplied branded VR Google cardboards to bloggers and influencers from Channel Mum, allowing them to experience their films in full virtual reality.

The virtual reality experience was complimented by inspirational branded content, with editorial and video content created especially for Cadbury Buttons, which was showcased in the HuffPost Parents’ Family Time section.

Last but not least the campaign was amplified across mobile, video and display to drive awareness and engagement.

Almost 100,000 unique users visited the Memory Lane site and created 5,000 custom films.

The content delivered 163% above target and reached 709,000 unique users with 1.4 million video views of the branded video content. The Channel Mum influencer videos were viewed over 274k times, with activity across ambassador social channels reaching over 2 million amazing mums.

?Cadbury Memory Lane contributed to a shift in brand perception with an additional 615,000 new shoppers during the campaign compared with the previous year.?

Affinity towards Cadbury Buttons for millennial mums who buy chocolate treats once a week rose by +9.3% and intention to purchase regularly increased from 20% to 29%

The number of mums who rated Buttons as bringing families together rose significantly from 44% to 58%. More impressively respondents post influencer exposure halved Kinder on the same metric from 41% to 23%.