Objective

To make the brand more meaningful in daily life situations with the communication ideas that would drive local relevance.

Challenge

To find the top passion point to capture our audience in their daily life.

Solution

A video marketing strategy around different genres of music using #ShareAMoment as a call to action to our audience. To be present in all moments when music is consumed, 10 customized 6 seconds bumpers were developed as base creatives, tapping onto top 10 music genres:

• YT Director Mix: Created 500 variations of 6” videos with song titles as captions. Song level targeting was done with nearly 90,000 placements.
• YT Masthead: Customized Masthead went live on New Year, with time-based splits using five different copies.
• Started 2019 by wishing our consumers a Happy New Year, 6 seconds bumpers ads ran on YT asking consumers to share this moment with Cadbury Dairy Milk.