Dark Milk -4
Submitted by TRIBEAgency IPI Score 32/100

Cadbury Dark Milk Creator Taste Discovery

Influencer Marketing

TRIBE ran an influencer marketing campaign for Cadbury Dark Milk in which 34 creator posts drew 20.6K likes and comments, according to the agency's own case-study page.

20.6KLikes & Comments
1.50%Engagement Rate
1.4MCombined Followers

Case in 60 seconds

Cadbury set out to drive awareness and purchase intent for New Cadbury Dark Milk chocolate, so the work had to introduce both the taste and the range of ingredients and flavours of a new line.

The brief treats chocolate as something bought for moments rather than for product claims, because it asks creators to show themselves sharing Dark Milk with loved ones or treating themselves.

The organizing idea was discovery, with creators posting about the Dark Milk taste experience through one of two pillars, Desire for the taste and Discover for the range, ingredients and flavours.

TRIBE briefed creators to submit posts discovering the taste experience of Cadbury Dark Milk while sharing with loved ones or treating themselves, and 34 creator posts ran from creators with combined followers of 1375197.

TRIBE reports 20649 likes and comments across the 34 creator posts and engagement of 1.50%, while the comments it reproduces show commenters saying they love Cadbury and want to try the flavours.

Strategy Breakdown

A new line from a familiar chocolate brand has to give people a reason to try a different taste, so the brief separates taste from range, ingredients and flavours as two routes into discovery.
The brief positions Cadbury Dark Milk as the treat inside moments of sharing with loved ones or treating oneself, so the brand serves the occasion rather than standing as the subject of each post.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Likes & Comments20.6K likes & comments
Engagement Rate1.50% engagement
Creator Posts34 creator posts
Combined Followers1.4M combined followers

Why TRIBE's strategy worked

  1. 1

    Splitting a launch brief into a taste pillar and a range pillar gives creators a choice of angle rather than a single script, so each post fits the creator's own content while still carrying a product message.

  2. 2

    Asking creators to show sharing or self-treating moments places a new chocolate inside routines the audience already recognises, which keeps posts in a personal register rather than an advertising one.

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