Cadbury faced the challenge of connecting with a young, highly engaged audience—particularly Gen-Z fans of Minecraft. They needed a creative, interactive campaign that would stand out and spark excitement among this community. With limited options for authentic engagement, Cadbury turned to Uplify to craft
a solution that would integrate their product into the Minecraft experience in a way that felt natural and engaging.
Campaign Objective:
Support the Cadbury Fuse promo campaign by building brand awareness among a young audience, particularly those interested in Minecraft.
Execution & Results:
To maximize awareness among the target audience, Uplify developed a Minecraft-stylized Overlay50 creative, which was strategically placed across
90+ Minecraft streamers. The campaign was further enhanced with a special project featuring multiple streamers who engaged with Cadbury Fuse by trying
the chocolate bar live on stream while the branded overlay appeared on screen.
The campaign significantly outperformed expectations:
- 30% increase in planned interactive sessions
- One of the longest audience session durations on the advertiser’s website
- Strong engagement and brand recall among Gen-Z viewers
By leveraging both highly engaging live stream formats and authentic influencer-driven product experiences, Uplify successfully sparked the attention
of the Minecraft community and young consumers. Pavel Medvedev, COO Uplify Americas.
Key Takeaway:
Cadbury selected Uplify as the go-to platform to connect with the Minecraft audience and amplify its special project with streamers, seamlessly integrating brand messaging with real-time influencer engagement. The campaign delivered 100% viewable inserts, combining livestream interaction with authentic product consumption moments—resulting in deep audience engagement and enhanced brand awareness.
