KlugKlug report compares how Cadbury, Hershey’s and Galaxy engage creators

New Delhi: A report by KlugKlug analyses influencer marketing activity across major chocolate brands, examining how companies deploy creators to maintain visibility and engagement around key cultural moments such as Valentine’s Day.

Titled “Why Valentine’s Day Still Belongs to Silk?”, the study reviews three months of influencer data to compare strategies adopted by brands including Cadbury, Hershey’s and Galaxy. According to the report, Cadbury worked with 472 creators during the period, generating 15.6 million views and recording an engagement rate per view of 3.13%. Hershey’s collaborated with 242 creators, producing 4.7 million views and an engagement rate of 1.95%, while Galaxy partnered with 37 creators and generated 1.4 million views with an engagement rate of 1.16%.

The analysis suggests that differences in results are linked not only to the number of influencers used but also to the breadth of their deployment. Of the 472 creators associated with Cadbury’s activity, around 450 were nano and micro influencers, indicating a strong reliance on smaller creators to expand regional reach and maintain repeated brand visibility across social platforms.

KlugKlug’s findings indicate that continued creator presence, rather than short-term bursts tied to seasonal campaigns, can contribute to stronger audience recall. The report notes that sustained engagement across regions, vernacular audiences and multiple creator tiers contributes to maintaining brand visibility in the category.

The study also raises a broader question for marketers: “Are brands building long-term cultural memory, or simply burning budgets to rent short-term attention?” It suggests that scale alone may not guarantee impact and that challenger brands may need to differentiate through clearer narratives or distinct cultural positioning.