The Little Things That Helped Cadbury Dairy Milk Silk

Objective: Build Awareness About The Latest Brand Video Featuring Kavya & Dhruv From The Little Things

Earlier this year, Cadbury Dairy Milk Silk was on the lookout for a partner to help them spread the news about their new brand video featuring Kavya & Dhruv from the Netflix show -The Little Things. Their wishlist was clear: Someone who understands them the way Dhruv gets Kavya, speaks their love language, and whose friends take their recommendations seriously!

Enter: JioSaavn. We joined hands with Cadbury Dairy Milk Silk to design and launch a custom campaign that presented the video to our listeners with the core message that every little thing deserves a Silk.

Strategy: A Multi-Format Campaign That Brought Video, Display, and Audio Together To Create Delightful Experiences For Listeners.

In the spirit of the video, we made sure every little thing about the campaign was displayed across every little touchpoint on our app.

We offered a video-led solution by hosting the video on the exclusive JioSaavn TV section of our app to give it the presence that it deserved. Next, we built an immersive watching experience that prioritized a seamless journey by driving views for the video within the app itself.

Supported by a carefully crafted communication to our listeners – starting with Maximus coverage through a full-screen takeover upon app launch and a Video Showcase on top of the homepage, to the Overlay that enabled a full-screen display ad to be delivered during an active listening session – the Little Things story won hearts all over the JioSaavn app.

Once JioSaavn’s 100 MM+ monthly active users were familiar with the video, we launched Native Audio Spots that helped Cadbury Dairy Milk Silk engage one-on-one with listeners for 15 minutes, with a combination of display and audio touchpoints. The cherry on the cake came in the form of customized editorial partnerships that helped Cadbury Dairy Milk Silk reach all listeners across the board.

Impact: 57 Million Impressions and An Average CTR of 2.8% Clocked Across The Campaign*

No surprises there, JioSaavn listeners loved Cadbury Dairy Milk Silk's take on Dhruv and Kavya’s story! Our partnership clocked over 57 million impressions and reached listeners 8.75 million unique times with an average CTR of 2.8%.

Ready to tell your brand story through music? Write to us at advertising@jiosaavn.com or reach out to us via this website.