CASE STUDY
Driving Scalable Engagement for Cadbury Lunch Bar
In the highly competitive FMCG confectionery category, the brand faced a familiar but critical challenge
WHAT WAS THE CLIENT PROBLEM?
In the highly competitive FMCG confectionery category, the brand faced a familiar but critical challenge:
Capturing attention and driving meaningful engagement in a space defined by short attention spans, high brand switching, and impulsive purchase behaviour.
Despite strong brand equity, the key issue wasn’t awareness—it was cutting through digital clutter efficiently and converting visibility into actionable engagement at scale, all while maintaining cost efficiency against industry benchmarks.
HOW DID WE SOLVE IT?
We deployed a Shoppable Video Display strategy, designed to merge storytelling with immediate action—bridging the gap between inspiration and conversion.
Our approach focused on three core levers:
Precision Audience Targeting
We identified and prioritised high-intent segments, particularly the “chocolate lovers browsing audience”, which proved to be the most responsive. This ensured that media spend was directed toward users most likely to engage.
High-Impact, Scalable Delivery
Using a consistent and efficient CPM of R100, we scaled impressions aggressively while maintaining performance stability. The platform enabled us to deliver repeated exposure (avg. frequency: 8.87) without causing audience fatigue.
Performance-Driven Optimisation
We continuously optimised toward engagement signals, ensuring that impressions translated into clicks. The campaign structure allowed for predictable scaling, where increased investment directly correlated with increased reach and interaction.
WHAT WERE THE RESULTS
The campaign delivered strong performance across all key metrics, outperforming category benchmarks and demonstrating scalable efficiency:
Impressions: 3,500,011
Clicks: 11,150
CTR: 0.32%
Viewability: 55.57%
Key Performance Highlights:
- -40% CPM vs industry benchmark
→significantly more cost-efficient reach - +10% viewability vs Industry Benchmark
- +87% CTR vs Industry Benchmark
Sustained high frequency without diminishing returns
Predictable scalability, with each budget increase driving incremental impressions and clicks
Category Context Impact:
In a category where engagement is typically difficult to sustain, a 0.32% CTR represents above-average performance, validating both the audience strategy and creative format.
THE BOTTOM LINE
By combining shoppable video innovation with data-led targeting, we transformed passive visibility into active engagement—proving that even in impulse-driven categories, the right platform strategy can deliver both scale and efficiency without compromise.