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.

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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:

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About the author

Steve Hall
Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.

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