THE AUSTRALIAN WOMEN'S WEEKLY AND CADBURY

Mar 18

SITUATION:

The Australian Women’s Weekly and Cadbury have collaborated to reproduce Australia’s most Famous Children’s Birthday Cake Book. This much- loved cookbook has been recreated to showcase a remake of the classic 1980s Children’s Cake Book bringing back all the traditional favourites, plus new and exciting reimagined cake creations. MVMNT was enlisted by The Australian Women’s Weekly to execute a social media driven campaign surrounding this nostalgic activation.

From the 12th February 2020, (for 4 weeks) Cadbury and Coles Supermarkets throughout Australia, ran the exciting in-store gift with purchase until stocks lasted. All customers had to do was buy 3 CADBURY baking* products in one transaction to receive the Cadbury Children’s Cookbook valued at $14.99 for free (T&C’s apply).

First published in 1980, The Australian Women’s Weekly Children’s Birthday Cake Book has sold more than half a million copies worldwide.

The client came to MVMNT and asked that we execute an Influencer x Key Opinion Leader dispatch which would;

Generate awareness around the nostalgic book.
Deliver key messaging around the gift with purchase campaign
Create talkability across social to generate organic consumer hype and excitement
Secure social mentions from leading lifestyle bloggers x key opinion leaders across Australia

SERVICES PROVIDED:

Concept creation
Press Release creation
Influencer x key opinion leader outreach
Social media placement (Instagram)

STRATEGY:
For this activity MVMNT came up with an instagrammable dispatch concept which would entice those who received the dispatch to post organically across their social pages.

This was followed by a mass outreach to Australian based lifestyle x mummy bloggers and key opinion leaders who we knew would align with the activation. MVMNT reached out to an extensive database to secure return on investment pre dispatch to ensure objectives were met.

RESULTS: