Mobile App Helps People Place Love Notes On Lacta Chocolate Bar Wrappers
A popular chocolate brand associates its candies with love, using content marketing and a unique mobile execution.
For years, popular Greek chocolate brand Lacta, working with OgilvyOne Worldwide in Athens, has embedded the notion of love into the brand using long-form stories that explore the deep connections people have with one another.
In past years, the brand has created a variety of content marketing efforts, including: a 17-part choose-your-own-adventure about a guy and a girl who meet at a bus stop and then reconnect two years later; a crowdsourced branded entertainment film crafted by inviting people to post love stories; a full-blown movie that tells the story of three couples who meet, face challenges and, in the end, find happiness; and a mobile app that allowed people to place images of love on chocolate bar wrappers.
Most recently, leading up to Valentine’s Day this year, the brand launched a Lacta Messages QR code campaign (I know, I know, but QR codes aren’t dead everywhere) that allowed people to embed messages of love on the wrappers of chocolate bars — secret messages that were revealed when another person scanned the code.
But like all Lacta campaigns, OgilvyOne went big and created five 15-minute episodes (which were later combined to become a TV movie) to promote the campaign.
Here’s a case study video that explains the campaign in more detail:
Each 15-minute episode was released weekly on YouTube and Facebook leading up to Valentine’s Day.
Facebook posts achieved 30% organic reach and the brand’s Facebook page became the No 1 product page in Greece. The videos accumulated six million views — in a nation of four million Facebook users — and the series was eventually shown as a TV-movie which achieved a 19.4% share. Lacta Messages usage increased by 179% during the weeks the episodes were launched and shot up 17x higher on Valentine’s day.
The series was heavily promoted on the brand’s Facebook page: