Cadbury helps launch video boom
New parenting platform Channel Mum has launched the world’s biggest ‘Video Boom’ using an unprecedented 100 vloggers on the same campaign.
Partnering with Cadbury Chocolate Buttons for the #tastelikethisfeels and #buttonsmemorylane activity, the vlogger collective – launched by Netmums founder Siobhan Freegard – includes videos from 100 of its top ‘mummy vloggers’, capturing shared moments of enjoyment with their children.
The new video boom concept is one of the fastest growing digital developments this year, with dozens of major brands booking the creative campaigns.
The format sees a number of individual digital influencers simultaneously release personalised branded content videos to magnify engagement and key campaign effects. The approach has been proven to both heavily enhance engagement levels on social, online and offline, plus add to the retention of brand messages.
The Cadbury Boom uses 100 vloggers and is thought to be the world’s largest video boom to date. The activity culminates on Channel Mum this week with the release of a ‘hero video’ featuring key moments from the campaign, along with dozens of new videos from supporting vloggers.
The Video Boom concept was developed after recent research revealed vloggers are now viewed as the most trustworthy information source by millennial mothers, beating conventional advertising, TV, information from the Government and established brand websites. A huge 63% of young mums believe information passed on by their peer group above any other source.
Channel Mum founder and former Netmums boss Siobhan Freegard explains: “The Cadbury Chocolate Buttons campaign is wonderful as so many vloggers wanted to get behind it. It’s a charming brand which is part of childhood and one which mums love to discuss.”
This degree of influence and authority in the millennial market was also a deciding factor for Cadbury to choose several Channel Mum vloggers to star on the chocolate giant’s conventional poster advertising campaign.