Summary of Cadbury-Eyebrows Case

Do you agree a Cadbury- eyebrows is a successful viral campaign?

In my opinion, Cadbury campaign not only appearance on traditional media such as television, radio and newspaper. Cadbury also adopted viral marketing tools to launch their product and increase brand awareness. As a result of Cadbury- Gorilla is very successful example in 2007.

Therefore, I consider that Cadbury this eyebrow advertisement also can make some noise and attract over million viewers to watch this funny video or receive the message. Now, Cadbury had already achieved their desire of viral marketing because of this eyebrow advertisement has circulated around millions of user worldwide and it was well-received the comment in the e-marketing.

Resource by Wild Group

Cadbury Eyebrows- Cons of Viral Marketing

The main disadvantage in here have a high-risk marketing communications technique because of it requires significant initial investment in the viral agent & seeding. Therefore, not every commercial campaign willing invests to use viral marketing.

In this Cadbury –eyebrows video, audience will doubt their children behavior (learn the eyebrows dancing) or fed up the beat of music when they can hear this ring tone in everywhere. If made badly, audience may be received too much message about this Cadbury message/ promotes via internet. They will also receive span or virus issue once the viral marketing out of control. All of problem will affect brand reputable and make a negative sentiment.

Resource by Wild Group

Cadbury Eyebrows- Pros of Viral Marketing

Pros of Viral Marketing

The main advantage of viral marketing is an effective viral agent can reach a large volume of audience under a cost- effective / different status. The opinions of peers, friend or family also are a main highly influential in viral marketing.

In this case, Cadbury campaign is successful to use viral marketing tools to increase their brand awareness and news to get audience to talk about Cadbury product. Cadbury create this interesting and amazing entertainment video under cost effective to get a high efficiency promotion in the world. This video had already attracted over 4.5 million audience to view and know their product in short-term. They also get positive message to people enjoy their communications as much as they enjoy the chocolate.

Resource by Wild Group , Buzzle.com

International Case- Cadbury Eyebrows

Cadbury Eyebrows In Viral Marketing

Cadbury is a British confectionery company which I consider that they are a very successful viral marketing campaign. Have you seen the Cadbury advertising collection as before?

In 2009, Cadbury create Eyebrows advertisement which it’s a funny and creative video although somebody doesn’t know what new product or message they are launched. However, Cadbury company success to achieve their “Viral Marketing” effect.

This Eyebrows advertisement is features two children, stay at studio to move their eyebrows up and down to follow the beat of music. Until the end of this advertisement to launch their product- Cadbury Dairy Milk chocolate and show off the slogan of campaign “A Glass & A Half Full Of Joy”. Cadbury via this advertisement hope audience enjoy watching it and enjoy their chocolate product at the same time.

This creative advertisement has been viewed over 4.5million times on YouTube within three weeks. Target audience can through the different type of viral marketing tools to search the message or information e.g facebook, twitter and free download the ring tone to keep in mind Cadbury campaign.

Cadbury not only direct sales the products to their target audience and they adopt funny, gimmick to make hot talking point in viral marketing in order to increase Cadbury brand awareness and sales profit.

Resource by Wild Group, Cadbury Global

What is Viral Marketing

Viral marketing is exploit the network effect of the Internet and it can be rapidly transmits the marketing message to a larger number of people/netizens via same way as a natural virus or computer virus. It’s effectively an online form “Word Of mouth” communications, somebody also call this “buzz marketing”.

Definition of Viral Marketing

The definition of viral marketing is promoting information, service, products or entertainment that other customers are coerced to provide other friends, colleagues & family. It also depends on a high pass-along rate from person to person. Viral Marketing are effective an online form of word of mouth and transparent communications. For instance, if I pass-along e-mail or web-link to forward these e-mail to 10 people, who in turn forwarded that e-mail to 10 people. Here may be over 10 people or a thousand people/ netizens can read these message.

Nowadays, most of people will using this communication tools to create an effective viral marketing campaign or brand name awareness for a product or a service.

General type of Viral Marketing:

i) Pass-along e-mail viral

ii) Web-facilitated viral (e-mail prompt)

iii) Web-facilitated viral (web prompt)

iv) Incentivised viral (e.g Facebook- Happy Farm)

v) Web-link viral (e.g. discussion group postings/blogs)

Resource by Wild Group: http://spd4290vm.blogspot.com/, Marketingterms