Feature

IPA Effectiveness Awards 2010: Gold Award - The Broadbent Prize - Wispa

The Broadbent Prize for Best Dedication to Effectiveness Sponsored by Warc.

Wispa

Title: For the love of Wispa: a social media-driven success story

Client: Cadbury

Entrant: Fallon London

Authors: Ross Farquhar, Cadbury; Rachel Barrie, Tom Goodwin, Fallon London

Contributing authors: Karl Weaver, David Hartley, Data2Decisions

Credited companies - Creative agency: Fallon London; digital agency: Clusta; media agency: PHD; PR agency: Red

Media used: Magazines, newspapers, online display, outdoor/poster, PR, sales promotion, search, TV, viral/social media, website/microsite

IN A NUTSHELL

An innovative social media strategy that involved the public directly in the brand's relaunch led to Wispa becoming Britain's best-selling chocolate bar, with a payback of £3.32 per £1 invested.

SUMMARY

After more than a decade of decline, Wispa was discontinued in 2003 due to poor sales. A few years later, after Wispa lovers campaigned for its return on Facebook, Cadbury brought the bar back, first as a limited edition, and then as a full-scale relaunch but on a modest budget. In a "traditional" launch, support would have been short-lived. A creative and media strategy, with social media and Wispa fans at its heart, turned budgetary restriction into an opportunity. The "For the love of Wispa" campaign asked fans to pledge their time, talent or belongings in exchange for chocolate, and then turned these into a TV ad. The social media-led model helped Wispa become Britain's best-selling chocolate bar, with sales of £92.5 million and delivered a payback of £3.32 on every £1 invested.

JUDGE'S COMMENT

A terrific example of the way Cadbury embraced social media, leveraging interest in a brand that was dead and creating phenomenal results. The way media consumption was handled was extremely inspiring.

Tim Brooks, marketing director of healthcare, GSK Consumer Healthcare UK.

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