Mobile App Helps People Place Love Notes On Lacta Chocolate Bar Wrappers

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: