Cadbury’s Twirl was losing relevance with its core audience, young millennial females. The brand had started to feel outdated and risked being just another chocolate sitting on retailers’ shelves. Taking a direct approach we set out to build a unique experience through a mobile web-app where consumers could engage with us with no middle man or retailer between us. Our app created a fun experience that got consumers paying attention to the swirls and curls of a Twirl like never before, driving distinction for the brand and relevance with core audiences.

The pattern in every Twirl bar is unique, just like your palm. So we figured if you can read the future in your palm, you can read the future in your Twirl. We created ReadMyTwirl.com, a Twirl reader on your mobile that delivers bespoke fortunes to anyone who scans a Twirl cross-section. Just take a photo of it and our web-app will calculate your fortune. We also wrote highly targeted YouTube pre-rolls that predicted what you were about to watch, as well as social ads that predicted your behaviour around cultural events like Valentine’s Day. All of which are sent to you directly to ReadMyTwirl.com. So now when you pick up a Twirl, you’re also picking up an insight into your future.

We harnessed culture & technology to cut through. At the time of development of our campaign we knew we needed to focus on Twirl’s most distinct attribute - its swirls and curls. We just needed a way that felt relevant to our young female audience, monitoring social conversation gave us just that. WitchTok was kicking off. Star signs were in full swing. Dreams were being manifested left, right and centre. So we connected the dots with the thought that you could read your fortune from the totally unique pattern inside a Twirl. To ensure our audience actually went and bought a Twirl we used our insight to fuel an approach for direct. Creating a web-app that lets users scan their own Twirls and get a bespoke Twirl reading. Our campaign set out to do 3 key things 1) build distinction 2)harness culture and 3) drive sales with a direct approach.

All comms drove to ReadMyTwirl.com, an online Twirl reader where people received one of the hundreds of fortunes written. We launched with two comedic TV ads, showing people interacting with the scanner and interpreting their fortunes. Alongside the launch films, we ran empathy at scale targeted content on YouTube. Using Google analytics we determined the highest indexing and most scalable video categories - including yoga, fashion, and beauty. We created 22 personalised ‘Twirl reading’ bumper ads (e.g. “You’ll find yourself in an awkward position” before yoga). Alongside this, we ran creative variations sequenced to coincide with culturally relevant events - including the Melbourne Cup and AFL Grand Final. To top it off, we ran creative variations on social, delivering 13 generic readings.

Our little app helped us deliver big results.

-Within the first 2 months we delivered just over 170,000 Twirl Readings

-Engaged over 121,000 unique users

-Our TV and youtube directing to the app reached 99% of our core audience

Importantly that engagement turned into sales:

-The new audiences recruited has moved Twirl from the 6TH TO 2ND LARGEST -BRAND IN AUSTRALIA.

-Penetration has increased by 6% (from 24% to 32%).

-This penetration turned into values sales growth, gaining a whole percentage point of growth

-We are now growing faster than key competitor Kit Kat (+5% versus 1.2%) post campaign.

Our campaign shifted core brand metics:

-Brand assurance and functional taste metrics such as 'good quality brand' (+6%)

-'Made with the best ingredients' up for the first time in years (+6%)

-And 'taste you love' a notoriously hard metric to shift saw a whole point increase (+1%)