Cadbury turns to Brum for help with social media
BIRMINGHAM based confectioner Cadbury has turned to a home grown firm for help protecting its famous brand by managing its multiple social media accounts.
The chocolate maker is using CrowdControlHQ, based in the city’s Jewellery Quarter, to help it plan and execute increasingly important social media marketing strategies.
Brought in initially to facilitate its Olympic Games’ Spots v Stripes campaign, the web-based tool allows the Cadbury marketing team to engage across multiple accounts, manage messages in a timely way, monitor key themes and activity and protect the famous Cadbury brand.
CrowdControlHQ’s moderation functionality flags up abusive comments which appear on Facebook pages 24/7. The tool allows Cadbury to review and delete these comments or to delete immediately, depending on the key words flagged.
Richard Acton, Interactive Manager at Cadbury, said: “A lot of companies with family-orientated brands like Cadbury are worried about the moderation element of posts etc on their social media space which they are unable to manage. With this tool we can monitor topics and posts and apply a cause of action as soon as they appear; it is immensely valuable to us.”
Thomas Beetschen, Major Information Services Programmes Lead at Kraft Foods and Head of Technology London2012 programme at Cadbury, added: “Not only does Cadbury want to protect its brand value; it also wants to protect its audience.
“With an increasing audience comes an increasing risk which makes the task of moderation much more intensive, this is only helped by using an automated tool such as CrowdControlHQ. It has added a layer of security to our brand protection protocols.”
Possessing one of the UK’s strongest brands, Cadbury is at the forefront in terms of brand recognition and marketing activity. Its campaigns are instantly memorable and they have a huge following of brand loyal consumers who want to eat and talk all things chocolate.
The firm’s marketing activities revolve around finding new ways of interacting successfully with its consumers.
The Spots v Stripes promotion utilises a multi-channel approach but it is the firm’s biggest social media campaign to date. It employs a dedicated community manager who works through the social media space, responding to ‘friends’ and ‘followers’, keeping it real, timely, relevant and aligned to all Cadbury activity.
CrowdControlHQ is working on a national level with clients of all types and sizes, helping their marketing and communications teams with their social media strategies. These clients include nightclub owner Luminar Leisure, which also owns the firm’s near neighbour, The Jam House.
