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Crowdsourcing has always been a popular winning tactic applied by brands to increase engagement. Consumers get to share ideas and also feel like the brand is hearing them.

A few days ago, Mondelez-owned confectionery brand Cadbury launched its Madbury campaign in India. As part of the campaign, Cadbury is crowdsourcing ideas from consumers to suggest new ingredients for Cadbury Dairy Milk chocolate on the dedicated platform www.madbury.in. The campaign was first launched in the UK market last year.

The consumers can choose two items from the list of ingredients given on the website to create their own renditions of the Dairy Milk chocolate. On top of that, the brand is allowing people to even name the chocolate and become the creator of the brand’s limited edition bars. Five finalists will be selected and out of which two will be chosen through public voting.

The brand also brought on board 2017 Masterchef runner-up Ben Ungermann as the face of the India campaign.

Ben’s Instagram post announcing the partnership with Cadbury:

 
 
 
 
 
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A post shared by Ben Ungermann (@ben_ungermann) on

To amplify the campaign, Cadbury resorted to user-generated content+influencers+experiential marketing strategy. The brand collaborated with food bloggers and influencers, and also partnered Little Black Book to execute an event in Mumbai, which was held last weekend.

Influencers invited people to share their #MadburyCadbury inventions and be a part of the event.

 
 
 
 
 
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A post shared by Rohit Haryani | Food & Travel (@thehungrymumbaikar) on

 
 
 
 
 
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A post shared by CHEF SHIPRA KHANNA (@masterchef_shipra_khanna) on

 
 
 
 
 
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A post shared by Esha Shroff Shah | Foodholic® (@foodholic.mumbai) on

 
 
 
 
 
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A post shared by The Mumbai Glutton (@trupti.marolia) on

A lot of food influencers flocked to the event and shared pre and post-event pictures. Ungermann was also present at the event.

Through this strategy, the brand was able to garner more than 2.5 million views in an estimated media value worth Rs 5-10 lakh.

Sheeko Brandscore graph for the brand’s performance on Instagram:

From the graph below, it is seen that the brand isn’t an active user of influencer marketing.

Brand performance on Instagram over one year, according to Sheeko Brandscore history graph:

Cadbury has even launched a film to promote the campaign:

The ad film:

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