cell App Helps people location Love Notes On Lacta Chocolate Bar Wrappers

a popular chocolate model pals its goodies with love, the use of content material advertising and marketing and a novel cell execution.

LactaMessages

For years, common Greek chocolate brand Lacta, working with OgilvyOne international in Athens, has embedded the notion of love into the emblem the use of lengthy-kind tales that discover the deep connections people have with one another.

In past years, the logo has created plenty of content advertising and marketing efforts, together with: a 17-part make a choice-your-personal-adventure about a guy and a woman who meet at a bus cease and then reconnect two years later; a crowdsourced branded entertainment movie crafted by inviting folks to publish love stories; a full-blown movie that tells the story of three couples who meet, face challenges and, in the end, in finding happiness; and a cellular app that allowed individuals to place photography of love on chocolate bar wrappers.

Most not too long ago, leading as much as Valentine’s Day this year, the emblem launched a Lacta Messages QR code campaign (i know, i do know, however QR codes aren’t useless all over) that allowed folks to embed messages of love on the wrappers of chocolate bars — secret messages that had been revealed when every other person scanned the code.

however like all Lacta campaigns, OgilvyOne went large and created 5 15-minute episodes (that have been later combined to turn out to be a television movie) to advertise the campaign.

here’s a case find out about video that explains the marketing campaign in more element:

each 15-minute episode used to be released weekly on YouTube and fb top as much as Valentine’s Day.

facebook posts performed 30% organic reach and the emblem’s facebook web page changed into the number one product page in Greece. The videos amassed six million views — in a nation of four million facebook customers — and the series was once sooner or later proven as a tv-movie which finished a 19.four% share. Lacta Messages usage increased by 179% right through the weeks the episodes had been launched and shot up 17x higher on Valentine’s day.

The sequence was closely promoted on the emblem’s fb web page:


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in regards to the author

Steve hall is a advertising and marketing professional, writer, writer, community supervisor, photographer and all-round lover of promotion.

(Some images used underneath license from Shutterstock.com.)

 

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