Week Nine Discussion

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Southern New Hampshire University *

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Business

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Apr 3, 2024

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docx

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9-1 Discussion: Quantitative vs. Qualitative Metrics Cadbury's 2019 marketing initiative was particularly memorable and effective. They sought to evoke nostalgia with their Willy Wonka-style hunt for White Creme Eggs, offering cash prizes of up to $10,000 (Rogers, 2020). This campaign was pervasive, appearing on social media channels, billboards, websites, and digital ads. Those wishing to participate could virtually 'unwrap' a chocolate crème egg by photographing it online. By tapping into fond childhood memories — regardless of whether they celebrate Easter or not — Cadbury succeeded in connecting with its audience on an emotional level, making the campaign a stand-out example of excellent marketing initiatives. With the Cadbury White Creme Egg Hunt, the brand sought to grow market share, increase engagement and followers, and drive sales in a playful digital experience that appeals to all ages. To do this, they employed gamification -- an effective technique that encourages consumer loyalty by providing incentives such as rewards or prizes for completing tasks or challenges. Additionally, the campaign tapped into nostalgia by connecting its message with prior experiences of comfort and familiarity that many people associate with fond childhood memories; by doing so, it helped viewers feel like the brand was associated with something they already cherish. Cadbury has utilized the competitive spirit of its target audience by providing incentives to search for the brand's adverts and follow their social media accounts. Through strategic partnerships with numerous organizations and media outlets for the White Creme Egg Hunt, co- promotional campaigns have become an effective way to share resources between two entities and connect to their respective audiences (Rogers, 2020). The beneficial effects of co-marketing include a strengthened online presence, increased backlinks, improved Search Engine Optimization (SEO) performance, and extended reach to new audiences (Barnhart, 2022). The 2019 Cadbury campaign was a resounding success. The data demonstrates an overwhelming response, as the campaign garnered over 635,000 entries in three months. Their sales also experienced an impressive 45% increase over the previous year. This success was further validated by their win of the 2019 Marketing Week Masters award and a dramatic 10-fold increase in dwell time on partner ads (Rogers, 2020). While qualitative data offers some insight into this triumph, quantitative numbers remain to be shared. QUALITATIVE METRICS Cadbury could evaluate their success qualitatively by monitoring social media mentions and conversions. By observing the conversations about the egg hunt, they can assess whether the search is trending in a positive or negative light. Additionally, collecting consumer feedback via surveys can provide insight into what they liked and disliked and what changes may be beneficial. “Collecting qualitative data – such as traits and characteristics – can offer further insight into Cadbury’s egg hunt success (Pickell, 2023). BALANCE BETWEEN QUALITATIVE AND QUANTITATIVE Qualitative and quantitative research go hand in hand. It is like Netflix and popcorn. However, we often find cases where marketers choose between qualitative and quantitative research. To be

9-1 Discussion: Quantitative vs. Qualitative Metrics clear, qualitative research is a research strategy that describes an observation or data. Qualitative research is conducted to understand the reasons behind certain consumer behaviors, opinions, attributes, and experiences (Osbaldeston, 2021). Quantitative research is a research strategy that focuses on quantifying an observation or data. Quantitative research is conducted to develop theories, statistical models, hypotheses, etc. Generally, the quantitative analysis answers questions like ‘how many’ and ‘how often’ (Osbaldeston, 2021). If Cadbury focuses on the ‘what’ and not the ‘why,’ they risk missing crucial pain points for users, which could lead to higher dropout rates, lower conversion, and even brand damage in some more extreme cases. Furthermore, the risk of abandonment here could have easily been missed and caused a loss of sales. Quantitative metrics could include the following:  Unique visitors: The number of unique people who visit the digital asset  Page views: the number of pages viewed by the audience  Return visitors: the number of visitors who return frequently to the digital asset  Impressions: How many times an advertisement or a social mention is seen Qualitative metrics could include the following:  Community quality: How strong and active is the online community?  Relevancy: Is our brand talking about the correct things in the correct way?  How good is that experience?  Social mentions: Is our audience discussing our brand online? What is the sentiment?  Conversions: Is the audience using the product? What are people saying about the product and brand, and what can they learn from it? The Easter Egg market is attracting more consumers each year. The number of chocolate eggs sold annually in the UK is 80 million. Creme-filled eggs is a growing sector worth £70 million, and Cadbury’s strategy to increase and protect the market share has been to focus on promotional innovation rather than product innovation. Sources: Barnhart, B. (2022, June 3). Co-marketing 101: How brand partnerships can help you grow faster . Sprout Social. https://sproutsocial.com/insights/co-marketing/ Osbaldeston, A. (2022, November 28). 5 reasons to combine qualitative and quantitative research . Questback. https://www.questback.com/blog/5-reasons-to-combine-qualitative- and-quantitative-research/ Pickell, D. (2023, March 3). Qualitative vs. quantitative data: What’s the difference? - G2 . G2. https://www.g2.com/articles/qualitative-vs-quantitative-data

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