To kick off the campaign, Cadbury partnered with +Eric Lanlard and invited the The Cadbury Kitchen to create recipes containing Cadbury Creme Eggs. Two call out videos were produced and posted across social and digital platforms. The campaign culminated with a Hangout on Air during which Eric Lanlard prepared the best recipe submissions live. The results were excellent: 7.9 million views on social platforms with its Google+ activity achieved 3 million organic views and 36,000 engagements, including 3K comments, 5K shares and 28K +1s with a fivefold increase in organic reach. Social actions on G+ increased to six times the pre-campaign level and its +Post Ads campaign delivered a 2.5% engagement rate.