Cadbury has been struggling to make its mark in the cluttered and competitive world of chocolates, which has long been dominated by key players such as Galaxy, Kit Kat and Ferrero.

The year 2016 however marked a change. The brand’s flagship product, Dairy Milk chocolate was teaming up with another globally renowned blockbuster brand in its category – Oreo – to create a new, incredibly delicious product that wouldn’t just resonate with both chocolate lovers and cookie lovers, but differentiate the brand from the competition as well.

The brief was to make a splash about the arrival of this unique product innovation from Cadbury and Oreo amongst its biggest fan base in the younger age group of 15-35. The challenge, really, was to make the launch of a chocolate bar headline news.

We launched the most disruptive social media campaign ever.

Using advanced social listening tools, we identified and hijacked every news piece, event, and occasion to unveil our big news. Over a period of two weeks, we tuned in every morning to uncover that day’s news, and within minutes had published our joyful spin to all trending topics and made the conversations fun and lighter.

This spanned from planned events such as upcoming football matches and art exhibitions, to unexpected daily trends that emerge on a day-to-day basis across all social platforms.

With agility and creativity, we hijacked the news to share our biggest news, rooted in the spirit of the core idea of the brand – irrepressible joy.