This case study is part of the #IPASocialWorks initiative which brings together the IPA, The Marketing Society and MRS with sponsorship from Facebook, LinkedIn and Twitter, to identify good practice in social media effectiveness and measurement.
The case describes a campaign by Creme Egg to drive interest in the chocolate egg brand in the run up to its key pre-Easter sales period by gauging engagement among its social media fans in different creative implementations, with the brand investing in wider media support for those creative examples which registered the most interest.