Cadbury Dairy Milk mines Instagram algorithm to churn out common people's happiest moments of 2022
As part of its generosity campaign - ‘Kissi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye', the brand has leveraged its Instagram guide section, allowing consumers to end the year on a meetha note
In today’s social media world where algorithms are designed to favour only popular pages, a lot of other relatable happy and good moments go unnoticed. Adding a sweet twist, Cadbury Dairy Milk unveiled one of its kind algorithm that mines videos with happy hashtags to filter and create a bank of the ones with low views and like counts automatically as a part of its #HeartTheHappiness campaign.
Through this effort, the brand has leveraged its Instagram guide section, allowing consumers to acknowledge the happiest moments of 2022 and end the year on a meetha note.
As a stepping stone towards activating the new dimension of the generosity campaign - ‘Kissi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’, the brand has partnered with DeltaX to up the ante on story-doing. The core idea is brought alive through a small video -
Nitin Saini, Vice-President – Marketing, Mondelez India, said, “Over the years, Cadbury Dairy Milk has created and celebrated indefinite moments of kindness through an array of purposeful storytelling. This includes some well-celebrated efforts of acknowledging the unacknowledged during the cricket season and adding ‘meethas’ to everyday relationships by melting power distances. Adding yet another dimension to the existing generosity narrative, with #HeartTheHappiness we aim to look beyond what’s popular and what the platform’s AI wants to show you, and guide people to channel their inner acchai and partake in others’ not-so-popular happy moments.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “We believe that digital has the power to create new experiences that bring us closer together in the most real and heartfelt ways. With our latest initiative #HeartTheHappiness, we engineered a transformative social experience that beats the algorithms and puts the power of discovery back in people's hands. What's beautiful about this idea is that it leverages technology to enable every Indian to be a part of real and heartfelt moments of others' happiness, which otherwise remain hidden. These are India’s happiest reels - moments of happiness that never made it to mainstream media or news.”
Apart from the digital film, the campaign will be promoted through print media and influencer engagement to amplify the year-end celebration of all ‘meetha’ moments.
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