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Grey Digital India and Cadbury Silk roll out a social media

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    Grey Digital India and Cadbury Silk roll out a social media

    This Valentine's day, Grey Digital rolled out a social media campaign for the Cadbury Silk (Silk).

    February 15, 2016

    This Valentine's day, Grey Digital rolled out a social media campaign for the Cadbury Silk (Silk). The brand urged fans to celebrate Valentine's Day in a special way and to make it be a memorable one. Last year, thousands of fans created personalised content as part of a campaign conceptualised by Grey Digital. This year, the insight was that people are shy when it comes to expressing their love and sometimes need that little nudge to do it. And that's where Silk would come in. The brief was to equip the fans with tools that would help them 'Say it with Silk' and share their love stories.

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    In response, Grey Digital conceptualised a digital piece resting on four pillars: Silk Emoticons - A language of Love: Since this generation loves communicating via emoticons, an entire range of animated Silk emoticons was created with clever product integration. These stickers were then made available on Truly Madly, the dating app, and Nimbuzz, the chat messenger.

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    Carles Puig is new ECD at Grey Group Singapore

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