Saturday, 16 January 2010

CADBURYS GRAPHS AND THE CHALLENGES OF BRANDED CONTENT

I'm still fascinated by Cadbury's Glass and a Half Full initiative. It's still one of the highest profile branded content projects out there. Creating branded content - that pays - is still one of advertising's biggest challenges. So I put a few Cadbury Graphs together to see how they are doing.

I've said it many times before, but search data is a lightning rod into the culture. If people are searching for it, they are definitely thinking about it, and probably talking about it. The chart below shows the search data for Simon Cowell's X factor. There is a baseline, but the peaks occur when the program is on air, in the last quarter of each year, as Simon Cowell cynically builds up towards a Christmas number 1.


So, are people searching for Glass and a Half Full content? And if yes, what does this say about the campaign? The chart below shows a number of search queries over the last few years for Cadbury Diary Milk associated keywords. Blue line (zingolo), red line (glass and a half full), yellow line (Cadburys eyebrows), green line (Cadburys eyebrow), dark blue (Dairy Milk eyebrows).


The absolute number of searches are low according to Google AdWords at 2,400 per month, but I'm impressed at the baseline glass and a half full (in red) has shown, as it is not given much prominence in the commercials.

The chart below looks at some additional search queries that shine a much more positive light.

The blue line (Dairy Milk) produces 135,000 monthly searches and Cadbury's Dairy Milk produces 18,100 searches per month. This is all good stuff and points to the successful creation of a branded media property.

This search success only points to half of the campaign's success, as the real centre of gravity of this campaign is YouTube. YouTube is the second biggest search engine. I'll explore the campaign's success on that platform on another occasion.