We created for us some cinemagraphs using existing Philadelphia cheesecake photography – adding party noises, people moving in the background and moving candles to ensure our creative was relevant.

We used contextual targeting (to search for people’s life events) and birthday targeting so we could offer our congratulations to lucky person. We suggested “This year perhaps people could make you a different kind cake!”, “a special occasion like this deserves a special cake!”. Each person with a birthday message in the week before their birthday – so they had time to ask for a cheesecake this year.

And we created content to fit market differences seamlessly across 8 European countries: Belgium, Netherlands, Denmark, Finland, Norway, Sweden, Italy, Spain and Germany.

To give us scale and reach, we used Facebook’s proprietary to find the celebrator’s 10 closest friends and family and suggested to them “show your friend you really care – bake them a cake!”, “show your friend how happy you are for them – make them a cheesecake”. The friends also received their messages in the week before the birthday, to give them time to bake.

This birthday targeting campaign is the first ever on Facebook outside the USA and the only one ever to also target the celebrator’s friends.

Of the 9,968,513 consumers who were exposed 1,306,958 watched the cinemagraphs for over 10 seconds. This is makes 13.1% view-through rate Facebook described as both unprecedented and “unlikely to ever happen again”.

Cost per view of less than 1 cent per view, is 400% better than Mondelez Facebook benchmark, and among best ever seen for an FMCG on Facebook.

Consumers’ love and appreciation of the campaign was shown by its achieving over 20,000 ‘Likes’, which is over 1,000% the Facebook benchmark rate.

This success led to the Client increasing budget allocation to support cheesecakes by over 500% this year.