LBB Launches Cadbury Silk Oreo Red Velvet
If there’s a brand in India that’s really been able to create a cult around it, it’s Cadbury; and we’re thrilled to being them on board as an LBB partner. Cadbury Silk on-boarded LBB for our full-stack services for their Silk Oreo Red Velvet launch, which was held in Mumbai recently. The result? A packed house of LBB’s users, insiders and influencers, hundreds of Social Media posts, plenty of FOMO (fear of missing out) across Mumbai, and a super successful launch experience.
The Brief
Cadbury Silk wanted to create awareness, noise and interest amongst a relevant demographic. Their new product, a dessert-loving millennials DREAM, brings together all things meant for Instagram- Cadbury Dairy Milk, Silk, Oreo and Red Velvet. We had to galvanise our web and app user, influencer and insider community to deliver on:
a. A launch experience that generates posts and shares online
b. A packed house…. in the middle of Mumbai’s torrential rain
c. Digital assets that can be amplified across all channels and platforms post launch (in 24 hours)
The Delivery
Let’s be honest- product launches can be incredibly boring. Long speeches, endless information… a cookie-cutter experience isn’t fun for anyone! And it definitely doesn’t work when the objective is to create chatter online.
We turned a product launch into a celebration of all things dessert and food- and tied in the launch of a brand NEW flavour of Cadbury Silk with World Chocolate Day!
Key elements of our campaign:
> O2O post on LBB’s web and app to garner registrations: We got 3X more entries than anticipated; with a 30% CTR from post views to sign-ups in just about 48 hours!
> The ‘RIGHT’ Offline Experience: Keeping in mind the fun, young and indulgent theme of this chocolate, we roped in Chef Cinu Vaze to do a live demo of a special dessert created for this occasion, super popular food photographer Vinayak Grover to host a masterclass for amateur food photographers and Instagrammers, and power host RJ Rohini Ramnathan to share the brand narrative and engage with our zealous audience.
Through our platform, we have gathered millions of data points on what makes offline experiences successful, and what actually drives engagement with users for brands- and used these insights to craft a unique offline experience for Cadbury Silk.
> All About the Buzz: We used Social Media and unique creatives to drive buzz around the launch- so much so, people were posting about making it to the guestlist for the launch!
The End Result:
Even Mumbai’s downpour couldn’t stop us from delivering 2X the promised footfall. People from across Mumbai made the journey to a packed up Cadbury Silk’s launch event!
Watch the magic here:
Key Learnings:
- Make Launch Events Great Again: We were extremely happy to work with a team that understood that it takes A LOT to make users engage with your brand. Our positioning for Cadbury Silk Red Velvet Oreo’s launch event was COMMUNITY FIRST- we wanted to bring together a community of users, insiders, Cadbury Silk fans, and influencers who genuinely care for the brand and its new product.
This strategy paid off- and was evident in the hundreds of posts created online by users about the event.
2. Make Real Users & Product Aficionados a part of your launch: The response and sign-ups for this experience was incredible- 2 days, and 3X the number of expected entries is no easy feat. Real users want to be a part of brand narratives; and giving LBB users a chance to partake in the launch event generated plenty of buzz.
3. Anything Is Possible. We pulled this whole experience and product launch off in 4 days. 4 days. But that’s what happens when you have quick decision makers at both ends- client and platform. Cadbury Silk’s team trusted us with our inputs, gave us quick feedback, and facilitated quick turnarounds internally.
In Ajay Khaitan’s (Brand Manager Cadbury Silk and Bournville) words:
“We are very happy with LBB’s delivery of a full-stack product launch for Cadbury Silk Oreo Red Velvet. In a span of just about 4 days, LBB was able to galvanise its on-platform insider, influencer and user community to deliver on a fantastic launch event for Silk. We received overwhelmingly high registrations through their platform, and a packed house for our product launch event. Moreover, their ability to align the right talent and influencers and a relevant audience led to tremendous buzz for our product- kudos to LBB for making Mumbai step out on a rainy day for Silk Oreo Red Velvet’s launch.
Look forward to working with LBB on many more such formats, and tapping into their highly engaged audience!”
Launching a new product or brand? Get in touch with us at Sadiya@lbb.in, Vivek@lbb.in
