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Almost every brand is doing something or the other to keep connected with the consumers these days. They are mostly picking up topics such as hobbies, cooking, fitness, art and craft, mindfulness or entertainment.

One such brand that is trying to keep the consumer’s spirit light through entertaining content is Cadbury 5 Star. The brand has launched a social media challenge campaign, #5StarDoNothingOutside, where influencers such as comedians and musicians perform challenges at home and ask their followers to take it up. The campaign has been conceptualised by GroupM's Wavemaker India.

Shekhar Banerjee

Talking about the initiative, Shekhar Banerjee, Chief Client Officer – West, Wavemaker India, said, “While there are many great examples, Cadbury 5star campaign just reassures that even in this period all brands can have a voice and as a brand we can also have a little fun yet be super relevant in this period. These are very early days, but we have already started seeing some amazing traction with over 1.5mn organic views and 200 thousand + engagement. Over the period of lockdown, around 20 comedians, musicians, and cricketers will show how to #DoNothingOutside, because there cannot be a better time to Do Nothing!”

The winners would get a chocolate hamper and grocery vouchers worth Rs 10,000.  These challenges are thrown by comedian Rohan Joshi from his personal and also from the 5 Star official Instagram handle.

Like this, the brand is able to not just keep the consumers entertained, but also spread the message of staying at home.

The opening ceremony of the challenge:

 
 
 
 
 
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A post shared by Cadbury 5Star (@cadbury5star_india) on

Challenges:

 
 
 
 
 
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A post shared by Cadbury 5Star (@cadbury5star_india) on

 
 
 
 
 
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A post shared by Cadbury 5Star (@cadbury5star_india) on

Influencers taking up the challenge:

 
 
 
 
 
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A post shared by Melvin Louis (@melvinlouis) on

 
 
 
 
 
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A post shared by Cadbury 5Star (@cadbury5star_india) on

The brand has made sure that it has brought on board influencers who are known for their entertainment quotient because the whole idea about the initiative is to keep the people engaged and entertained at homes.

In general, the brand isn’t keen on the influencer marketing front as one can see in the graph below. It hasn’t used influencer marketing for more than a year. It is only for this activity, 5 Star has collaborated with influencers.

Cadbury 5 Star performance graph of more than a year:

According to the Sheeko Brandscore, the brand has been able to fetch more than one million views till now.

Sheeko Brandscore graph of the brand’s performance for the activity:

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