122 THE POWER OF VISUAL STORYTELLING stand out from other Olympic sponsors, and extend their reputation for creativity and innovation. From the outset, Cadbury explored the potential of Google+ to the fullest. Cadbury shared exclusive and creative content that fans couldn’t get anywhere else. For example, special edition Google+ chocolate bars were made to feature on the page, and Cadbury even sculpted a choco- late version of its Google+ page. “We’ve really tried to do things that are unique to Google+,” says Jerry Daykin, social media community manager at Cadbury. The company used Circles to target information at users with different interests—for example, sharing recipes, posting Olympic news, or collect- ing feedback from a Tasters’ Circle. The Cadbury team broadcast frequent Hangouts, giving fans the chance to interact with Olympic athletes and chocolate experts. By pro- moting its Hangouts, Cadbury grew its Google+ follower base by 150,000 people: “Hangouts are a really great way to quite literally see people eye to eye,” Jay has observed. “At the end of the day, humans like communicat- ing face-to-face, don’t they? With social media we’ve kind of been reduced to just writing to one another; it’s interesting to see people’s faces again.” With the number of followers growing rapidly and a steady stream of exciting content, the Cadbury page was featured on the Hot on Google+ page, which further accelerated its followers. The results were impressive: • Increased the click-through rate across all of Cadbury’s AdWords cam- paigns by 17% • Added a consistent 10,000 new Google+ followers per day • Increased the traffic from Google URLs by 7.5% 167 • Helped reach over 3 million total followers Cadbury has shown how to make the most of its Google+ profile, link- ing it to their wider marketing for events or product launches but tailoring content specifically for their Google+ audience.