Storytelling at Scale Cadbury Dairy Milk - Global

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Cadbury Dairy Milk had a whole lot of Facebook challenges. Multiple market pages, no central strategy,

markets using any content they could get their hands on…

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So, we took them from this….

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To this!

With Storytelling at Scale, a content-led strategy to

spread joy and unite chocolate lovers, worldwide

We tested hundreds of pieces of content with audiences around the world; then listened, learned

and adapted our narrative…

We uncovered the common passion points that united our global audience and used these to

create a storytelling strategy with a consistent look and feel

UK: “We’re cheering for buttons”

Malaysia: “Who’s finishing first in the Malaysian Grand Prix?”

We held workshops in 20 countries to help local markets understand how they could

bring the global story to life in the right way for their audience

The results have been joyful! social we are

Cadbury Dairy Milk × Page 9

Philippines Malaysia Australia South Africa UK

An aligned look and feel means markets can easily share great content, resulting in truly global stories

AND a 40% reduction in content creation costs

Monthly Facebook reach increased from 16m… to 50m!

A third of our target audience is reached, around six times p/m– at a fraction of the cost of TV ads

By focusing on our audience’s passion points, and telling great little stories, we increased

audience engagement by 18%

And we helped drive 200% more ROI from social media than

from any other media channel – globally. Which we think is delicious!

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