Leveraging innovation as the base for expansion

Cadbury Dairy Milk aimed to capture consumers’ intent to purchase the new product variant by engaging them on a path to store visits with a step-by-step approach, taking them to their nearby store, as defined by Grivy user journey. Further, the brand was focused on building its approach to reach the right audience in the right context with the right message which was enhanced and enabled with real-time data collection and activation through the consumer journey, thus unlocking insights to escalate growth with relevant efforts towards the suitable audience.

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The sweet taste of success with 2.5x uplift in store visits

Cadbury was enabled to optimize efforts with new product innovation with a massive drive to brand consideration and trial with Grivy enabled :

• Well-defined custom audience to facilitate product promotions specific to their location, thus escalating purchase intent sooner and better.
• A/B testing of ad content to answer the crucial question of ‘ what drives the desired connection with consumers’ and maximize the effectiveness of marketing investments.
• Location-based call-to-actions with branded pins on the map facilitating the opportunity to locate, navigate and call stores with the intent of product trial.
• Post-campaign performance metrics across consumer segments to help refine efforts for future targeting and subsequent growth.

Thereby, enabling Cadbury to achieve higher relevance in communicating the right values to the right set of audiences for better conversions, and helping the brand align its actions to achieve immediate targets of onboarding new consumers while building on assets for long-term value creation for the brand.

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