With Easter on the horizon, we thought we would take a look back at 5 of the best Easter Digital Marketing campaigns. Towards the end of 2016 we assembled a list of 10 of the best Christmas Digital Marketing campaigns. Easter is not as significant for many brands, but for some, it represents a great opportunity to grow their market share. Here are 5 of our favourites.
1 – ‘If Carlsberg Did’
Continuing their ‘If Carlsberg did’ style of marketing, the brand created a pop-up chocolate bar. Carlsberg offered passers-by half pints in chocolate mugs! In terms of Digital, Carlsberg saw a lot of traction across social platforms, with their unique marketing method drawing a lot of attention across Digital platforms.
Dharmesh Rana, the senior brand manager at Carlsberg UK, said: “Easter is a big beer-drinking occasion for our consumers and this year, we wanted to do something a bit different.
“We knew that the British public love beer and chocolate, so we’re delighted to bring them together to create probably the best bar there could be.
“We pride ourselves on turning the ordinary into the extraordinary, and by creating a world-first chocolate bar, we feel that we’ve done just that.”
As you can see from the above picture, the campaign ran with the #IfCarlsbergDid.
2 – Cadbury ‘#EggsEverywhere’
Embracing the Easter Egg tradition, Cadbury’s placed 3 large, Cadbury wrapped eggs in the Scottish Highlands. Playing on the myth of the Loch Ness Monster, Cadbury’s marketing stunt created quite the stir not only in the surrounding area, but online. Cadbury did this at the start of March in 2016 and followed it up with an inbound marketing campaign. Alongside the TV advert Cadbury used the hashtag #EggsEverywhere to gain momentum on social channels. This is one of many excellent Cadbury marketing campaigns that has helped the company dominate the market, with 1 in 3 of all eggs sold being Cadbury.
Adrian Shine, leader of the Loch Ness & Morar Project described the stunt as an “amazing sight” and said it was a “special experience to see something magical come out of the Loch.”
He added: “Hopefully this will stimulate more interest in this majestic area and conservation of it for wildlife.”
Claudia Miceli, senior brand manager for Cadbury Easter, said: “By teasing the mystery of Loch Ness we’re celebrating the playful magic of Easter time and Nessie herself.”
3 – Co-op Arm Eggsperiment
Everybody loves a good-will advert. The above ‘experiment’ helped highlight that there are kind people in the world. Secret cameras recorded whether anybody would help the man with broken arms eat his lunch, those that did were rewarded with an Easter Egg from the Cooperative.
4 – C
Another advert, support on social with the hashtag #GiantHen. Here ASDA produced a campaign that showed just that, a Giant Chocolate hen heading to an Asda store and producing easter eggs. The message, Asda has more than 20million Easter Eggs this season, so head to Asda! I like this campaign because they really embrased Easter and made a unique advert that got people talking.
5 – The Ultimate Easter Egg
Thorntons are of course a company that thrives around Easter and thus, it is critical their Digital Marketing strategy is well executed. Most recently we saw a very creative campaign from their team, launching into the Digital gaming world, Thorntons aimed to highlight the craftsmanship behind making an Easter Egg. In the game they aimed to show how Thorntons can create the Ultimate Easter Egg. You can read more about this unique campaign here.
When researching for this article there was a distinct difference in the amount of Easter digital marketing campaigns in comparison to Christmas digital marketing campaigns.
The likes of Cadbury’s are those that have made the most of Easter, because of their direct relationship with the holiday – but is there not more other companies can do to benefit from the festivity? It is of course still a national holiday and I believe there is more that all companies can do in terms of marketing during this period – even if it is simply to create some festive content, like this!
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