Lacta Helps People Express Love on Facebook
We love Lacta chocolate. Well, their advertising at least. Sadly, we've never tasted the stuff but but they do know how to tell a story. With long form advertising including the IAB MIXX Award winning Love at First and Love in Action, the brand celebrates love and has caused those in Greece to identify the stuff with true love.
Acknowledging the fact people compare their loved ones to the chocolate brand, Lacta, with help from OgilvyOne Athens, created a Facebook application that let people choose one of four chocolate flavors, place their lover's name on the wrapper and post it to their Wall.
In the first two week's of the application's launch 135,000 people sent out 300,00 virtual Lacta Chocolate bars to their loved ones. During the first two months of the campaign, the brand's fan base grew from 87,000 to 250,000 making it the most popular Facebook brand page in Greece.
A side benefit for the brand was realized when hundreds of users set their profile picture to that of their customized Lacta bar. You can view a video case study of the campaign here or below.