How Google+ has helped Cadbury connect with over 1.2 million people

Wednesday, May 23, 2012

Cadbury has become the European brand with the largest number of followers on Google+, currently at 1.2 million. Their Google+ success is having a strong impact on their overall marketing strategy, especially by improving the performance of their Search campaigns. The question is how exactly did they do this?

Their first step was to create a Google+ page. As featured in a previous blog post, Cadbury used hangouts to interact in real time with Olympic athletes and chocolate experts, and to participate in creating the chocolate replica Google+ page. By promoting their hangouts, Cadbury grew their Google+ follower base by 150,000 people.

They also used circles to segment their followers according to their chocolate preferences and unveiled a brand-new product launch, the Dairy Milk Bubbly Bar, which has achieved a strong impact, already sales are over £8M.

However, where they are seeing tremendous results is in their search campaigns. Since they started using social extensions, which links Cadbury’s Google+ page to its AdWords campaigns, they have achieved a 17% uplift in CTR across all their AdWords campaigns. Now when you search for “Cadbury” and see the relevant ad, recommendations from your friends are displayed directly with it, making the ad much more relevant to you. By clicking on the social extension, you directly land on Cadbury’s Google+ page and can start following all the great content they are posting.

And since Cadbury installed the Google+ badge on its homepage, it’s now easier than ever for fans to follow the brand; Cadbury gains 10,000 new followers on average per day and have had an increase of 7.5% of traffic from Google URLs. To continue benefiting from their Google+ success, Cadbury are looking to include a Google+ social stream that will pull in their most recent updates into a re-launch of their homepage, which will be happening soon. Stay tuned to learn how Cadbury continue to innovate to make their Google+ experience a success!

Learn more about Cadbury’s success with Google+ by reading the full case study here.

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