Birthday Bash - Cadbury Choclairs Gold

Objective:

Cadbury Choclairs Gold aimed to reimagine birthday celebrations by offering a virtual escape from traditions that users want to avoid—like cake smashes and cheek pulls. So they launched a microsite where users could host virtual birthday parties, allowing their friends to perform those rituals on the user’s virtual replica.

Our primary goal was to create an engaging, gamified AR challenge around these avoided birthday rituals to capture users' attention and drive traffic to the microsite for deeper brand interaction.

Strategy & Execution:

To achieve this, we crafted this AR experience on Snapchat around three key pillars:

1. Personalized Birthday Party: Users were immersed in a virtual celebration with personalized elements like their name in the decorations and a party crown, making the experience unique to them.

2. Gamified Interaction: To playfully tease the birthday traditions, users were challenged to a game where they had to dodge flying cakes in their personalized birthday party. This interactive element recreated the fun of cake smashes, adding a competitive edge. The goal was to avoid as many cakes as possible, encouraging users to stay engaged, replay the game, and immerse themselves in the experience.

3. Seamless Microsite Integration: After the excitement of the AR game, users were drawn to the microsite to continue their virtual birthday celebration, making it the natural next step and driving traffic to the campaign’s key destination.

Results:

This AR activation delivered impressive results, far exceeding benchmarks.

1. Reach: The campaign reached over 18.69 million+ users, transforming their virtual birthday celebration into one of the largest digital birthday bashes ever.

2. Impressions: With over 52.57 million+ impressions, the campaign sustained strong engagement, making Cadbury Choclairs Gold a key part of an ongoing digital celebration.

3. Clicks to Microsite: The AR experience drove approximately 280k clicks to the microsite, successfully fulfilling the primary objective of directing users to the virtual birthday hub.

4. Shares: The campaign achieved 274,140 shares (0.52% share rate), 189% higher than the industry average.

5. Saves: The lens was saved 319,800 times (0.61% save rate), 177% higher than the average save rate.