market share growth
social media impressions
views on YouTube
Cadbury’s Martians were meant to be a personification of the joy the brand brings. But their reception in the market was mixed. Some loved them, others not so much.
People tend to trust other people more than they trust brands. We set out to make the Martians seem more human, and a little more Kenyan.
We gave the Martians a second chance at a first impression by creating social profiles for them on every social media platform.
- 4% Market share growth
- 11M+ Social media impressions
- 7,785+ Views on YouTube
- 10/10 Relevance score on Facebook
About the campaign
A digital invasion for the Cadbury Martians that gave them a second chance at a first impression with Kenyans. By creating social profiles and relevant, timely content, the Martians went from being trolled on Twitter to “the Martians on Twitter”. We went a step further and used AI to match the Martians’ personalities to regular Kenyans. Flipping the narrative and therefore improving Cadbury’s brand love.
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