Protecting a Family Brand

Cadbury is a global confectionary brand that treasures its local marketing and communications strategy. It is a well-known household name. Its sub-brands such as Green & Blacks have loyal customers and its campaigns such as Spots vs. Stripes have a huge fan base.

Cadbury prides itself on finding new and fun ways of interacting with consumers who want to engage with the brand, discuss a campaign or simply just talk about chocolate! Here we outline the company’s social media challenges and detail how Cadbury, and its subsequent brands, use and benefit from our web-based social media monitoring and management platform, CROWDCONTROLHQ.

Hundreds of Engaged Users & Numerous Social Media Pages

The Challenges.

Fragmentation. Cadbury runs numerous marketing campaigns for different brands at any one time. It’s hard to take a snapshot and get a full picture of all the social media activity.

Moderating large volumes of posts. Many people want to engage with Cadbury and its subsequent brands making it difficult to monitor and manage all posts on Facebook and activity on Twitter – there is a risk that inappropriate comments or a controversial conversation may not be picked up in a timely manner. Complex processes to manage volume and communicate locally. Green & Black’s six social media accounts had a roster of local digital agencies assigned to it by its global community manager, to optimise local touch. These agencies each had a number of community managers working on multiple accounts and the activity lacked consistency.

Keeping the Brand Safe from Harm & Engaging with Ease

The Results.

CROWDCONTROLHQ helps Cadbury:

Gain insight. Cadbury was able to listen to its community and online influencers before engaging to understand their likes and dislikes, and spot key trends and issues. CROWDCONTROLHQ also highlighted key influencers to engage with.

Collaborate with teams to protect the brand. CROWDCONTROLHQ allows Cadbury community managers and the brand team to engage across multiple accounts, manage messages in a timely way, monitor key themes and activity, and protect the Cadbury brand in a space where it is hard to control what people say.

Keeping the Brand Safe from Harm & Engaging with Ease

The Results.

CROWDCONTROLHQ helps Cadbury:

Moderate and monitor Cadbury’s social media presence around the clock.CROWDCONTROLHQ’s moderation functionality flags up abusive comments, which appear on Facebook pages 24/7. Cadbury is able to review and delete these comments or to monitor topics, posts and apply a course of action as and when is necessary.

Richard Acton, Interactive Manager at Cadbury says: “this is immensely valuable to us.”

See the bigger social media picture. With CROWDCONTROLHQ in place the globalcommunity manager at Cadbury’s now has centralised control of all Green and Black’s social media accounts and can view a dashboard of activity across all regions at any one time.

Thomas Beetschen, Head of Technology at Cadbury comments:

“Not only do Cadbury want to protect its brand value; it also wants to protect its audience. With an increasing audience comes an increasing risk which makes the task of moderation much more intensive, this is only helped by using an automated tool such as CROWDCONTROLHQ.It has added a layer of security to our brand protection protocols.”

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