In Malaysia, branded entertainment on terrestrial television usually involves sponsored programming that lack consumer engagement or unique appeal to consumers.

As a brand that stands for irrepressible joy, Cadbury Dairy Milk Chocolates wanted to generate content during Chinese New Year that would connect with consumers. To draw in our audience, we created branded content on Youtube that would immediately generate buzz and interest.

Overall campaign achieved huge visibility

• 27,207,964 impressions over 4 weeks.

• 10,578,523 unique impressions = overall frequency of 3 times

• 852 new users subscribed to Cadbury Youtube Channel

Youtube

• Most-watched YouTube ads in Malaysia (by views, mixture of organic and paid) - No. 2 in 1st Quarter 2014: Google Plus/Youtube

• Total Youtube views = 2,151,470 (114,737 times organic views)

• Exceeded target impressions by +62 % = 7,366,285 impressions

• Exceeded pre rolls target by +9.4% views = 1,914,488 views

• Achieved Higher Video Play Rate of 1.33% (Youtube Malaysia benchmark: 0.49%)

• Video Plays = 97,803 clicks

Says.com (Malaysia’s Largest Social News Network)

• Branded News Story exceeded target by +800% = 180,000 reads. 80% of them were organic reads

• Social Sharing exceeded unique clicks target by +20% = 49,495 clicks.

Facebook

• 3,122,010 impressions • 1,245,883 reach • 55, 569 clicks • 47,568 engaged users.

Says.com

• Branded News Story exceeded target by +800% with 180,000 reads.

User-generated Facebook page

• The plight of our hero touched the hearts of millions so much that even a Facebook page was created to garner support for her.