Cadbury Dairy Milk Pakistan has set a new precedent in brand–creator collaboration by hosting the country’s first-ever “Made to Share” Creator Camp, an initiative designed to empower digital creators to move beyond endorsements and become genuine storytelling partners.
Held in partnership with Ogilvy Pakistan’s PR & Influence division, the event brought together some of Pakistan’s most popular social media personalities — from lifestyle vloggers to comedy creators — all under one roof to rethink what “sharing” means in today’s connected world.
A First-of-Its-Kind Initiative
Unlike traditional influencer campaigns that rely on one-way promotion, this Creator Camp aimed to bring creators directly into the creative process. Over 25 content creators, including names like Romaisa Khan, Aina Asif, Ken Doll, Taimoor Akbar, Reham Rafiq, Arzu Fatima, and Ali Abdullah Durrani, participated in collaborative workshops, interactive sessions, and brainstorming activities.
The sessions explored Cadbury’s new “Made to Share” campaign, focusing on the universal value of sharing — whether it’s a chocolate bar, a laugh, or a heartfelt story. Participants were also introduced to the brand’s limited-edition bar designs, each inspired by everyday moments that bring people closer, such as “Jo khana banaye, jo table lagaye, jo sirf khaye.”
From Influencers to Co-Creators
The event marked a significant shift in how brands are engaging with Pakistan’s growing creator economy. Instead of treating creators as promotional tools, Cadbury Dairy Milk positioned them as collaborators who could shape narratives that feel authentic and emotionally resonant.
Speaking about the initiative, Syed Gohar Hasan Naqvi, Head of Marketing at Mondelez Pakistan, said:
“We believe in stories that feel real. This Creator Camp is about co-creating those stories — ones that celebrate generosity and the joy of sharing. When creators help craft the message, it naturally becomes more relatable and inspiring.”
Representatives from Meta and TikTok also joined the sessions, offering insights into content trends, platform best practices, and how authenticity drives engagement.
Redefining Brand–Creator Relationships
Industry observers have described the initiative as a bold move in Pakistan’s marketing landscape — one that could redefine how brands collaborate with influencers. By focusing on connection over control, Cadbury has tapped into a deeper form of storytelling that feels organic to audiences.
According to Ogilvy Pakistan’s PR & Influence team, the “Made to Share” Creator Camp was designed not just as a campaign moment, but as a creative learning experience. It gave influencers the space to experiment, ideate, and tell human stories in their own voices — all while reinforcing the brand’s identity as a symbol of warmth and generosity.
The Bigger Picture
Cadbury Dairy Milk has long positioned itself as more than just a chocolate brand — it’s about moments of kindness and togetherness. Through initiatives like this Creator Camp, the company seems intent on evolving that legacy for the digital age, turning online engagement into something meaningful and memorable.
For the creators who attended, it wasn’t just another brand gig. It was a chance to collaborate, connect, and share stories that — like a Dairy Milk bar — are simply better when shared.
