Cadbury Silk
Launching Silk Oreo Red Velvet
Product launch, Mumbai
- Year
- 2019
- Role
- Campaign Execution — support, social, influencer & on-ground
- Capabilities
- Product Marketing & GTM / Audience & Culture / Creative Strategy
01 — The Challenge
Cadbury Silk wanted awareness, noise and interest for Silk Oreo Red Velvet among a relevant, dessert-loving millennial audience.
Three things had to land at once: a launch experience that generated posts and shares, a packed house in the middle of Mumbai's monsoon, and digital assets ready to amplify within 24 hours of the event.
02 — The Insight
Product launches are usually built for the trade — speeches, information, a cookie-cutter room — which is exactly why they generate no chatter.
Real users want to be part of a brand narrative. Given the chance to attend a launch themselves, they produce the buzz an influencer guest list cannot.
03 — The Strategic Move
Position the launch community-first: bring together users, insiders, influencers and genuine Silk fans instead of a media guest list.
Recast the event from a product launch into a celebration of dessert, tied to World Chocolate Day.
04 — The Idea
A dessert celebration rather than a launch: a live demo of a dessert created for the occasion by Chef Cinu Vaze, a food-photography masterclass with Vinayak Grover for amateur Instagrammers, and RJ Rohini Ramnathan hosting the brand narrative.
05 — The impact
- 3X
- More entries than anticipated
- 30%
- CTR from post views to sign-ups
- 2X
- Promised footfall delivered
- 4
- Days from brief to launch
Registrations delivered in roughly 48 hours; hundreds of user posts created online about the event.
06 — My Role
Supported the project lead in executing the campaign end-to-end, including maintaining budgets and on-ground support on the day of the event.
Owned social media promotions — writing the content article, working on videos and ad creatives with the creative teams.
Led influencer management for the campaign, ensuring every deliverable was met on time.
07 — How it came to life
- Execution
- The entire launch — strategy, talent, experience and assets — pulled off in four days.
- Channels
- An online-to-offline post on platform web and app to drive registrations, amplified across social.
- Experience
- A live dessert demo, a food-photography masterclass and a hosted brand narrative in one evening.
- Content
- Digital assets from the launch cut and amplified across channels within 24 hours.
- Partnerships
- Chef Cinu Vaze, photographer Vinayak Grover and RJ Rohini Ramnathan.
“In a span of just about 4 days, LBB was able to galvanise its on-platform insider, influencer and user community to deliver on a fantastic launch event for Silk. We received overwhelmingly high registrations through their platform, and a packed house for our product launch event.”
08 — Why it mattered
Launching to a community instead of a guest list produced both the room and the content — and proved a full-stack launch can be built in days without losing the idea. After the Mumbai event, Cadbury came back to replicate the same experience in Bangalore with LBB.
Published breakdown — Medium
LBB Launches Cadbury Silk Oreo Red Velvet ↗
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