After five years of radio silence, Cadbury Picnic had well and truly slipped off the radar of younger chocolate bar consumers.
Parent company, Mondelez International, wanted to turn this trend around. They put it to us to find a way to forge a new relationship between Picnic and millennials.
Millennials have been called many things – however one characteristic consistently comes up: image-conscious.
This is fine… unless you’re a ‘deliciously ugly’ chocolate bar. We know it’s what’s on the inside that counts. We just needed to convince millennials of that.
The emphasis on appearance is most pronounced in the world of online dating apps, where first impressions are everything, and the decision to connect made in a split second.
The idea was to get Aussie millennials making a new connection by giving Picnic a chance. So, like any self-respecting millennial would, we got on Tinder.
We also partnered with ‘millennial-whisperers’, Nova Entertainment, who lent us their very own resident bachelor, Tommy Little, as the official face of the Cadbury Picnic ‘Pick Me’ campaign.
Together we launched Tinder Australia’s very first custom-built interactive video unit. The video featured Tommy Little imploring users not to ‘swipe left’ on Picnic.
Their incentive for swiping right, was the chance to win an invite to The Cadbury Picnic ‘Pick Me’ Party. A speed dating event like no other.
Via the interactive ad unit (cross promoted on-air on Nova) Tommy invited users to swipe right on Picnic and share their best worst date stories with us for a chance to win tickets.
The exclusive Pick Me Party took place with 100 lucky winners being treated to Picnic-themed cocktails, live entertainment, a killer dance floor and – most importantly - the chance to meet their perfect match thanks to Picnic.
Tinder identified this campaign as one of their most successful outside of the US, with a 16% engagement rate – over and above the 12% global benchmark. Via our Nova and Tinder activity, we connected with 43% of ALL millennials in our target markets of Melbourne and Sydney (total: 2.2mil).
Over 137,000 millennials connected with Picnic on Tinder; more engagement than Picnic had seen in a long time. 1,522 people shared their worst date stories for a chance to win tickets to the Cadbury Picnic ‘Pick Me’ Party – 92% of which were P18-39; a fantastic result that proves the campaign was cutting through and making an impact on millennials.
The best part? We were able to push the boundaries of FMCG advertising and take our client into a progressive new space, marking the start of a most unexpected new relationship: Tinder and Cadbury Picnic.
To learn more, visit the Carat website.