Lacta Facebook Application

Background

Lacta is the leading chocolate brand in Greece. Its advertising, targeting 18-24 male & females, has always been about people in "love", comparing the feeling to Lacta's sweet taste. Its slogan translates to "Lacta - The sweetest part of your life". The campaign’s goal was to promote Lacta’s Facebook page, and grow the number of fans and their engagement through Social Media.

Idea

Based on the insight that people were already comparing their loved ones to Lacta’s sweet taste, an application was developed, that let users change Lacta's brand on the package into the name of their loved one and post it on their Facebook wall, declaring to everyone that they are the sweetest part of their life!

Results

The application quickly became a viral hit in Greece, with 135.000 people sharing more than 300.000 virtual Lacta chocolates and many users substituting their profile image with their dedicated Lacta. This helped Lacta's Facebook page (www.facebook.com/Lacta) grow by 210%, into the biggest page for any brand in Greece, numbering more than 270.000 fans, accounting to 9% of all Greek Facebook users!

Our Thoughts

Daniele Fiandaca runs the network of digital creative luminaries called Creative Social. He is convinced that the days of the ‘big idea’ are over and that what brands need to be doing is constantly surprising us with relevant small ideas. It’s the little things that sustain a relationship, after all, not the big gestures. You buy one socking great big diamond ring, followed up with less costly stuff. Flowers, chocolates. Same principle.

Here’s Lacta with a small idea but one which is so simple it was easy to become a part of it. But then, of course, it fits neatly into the big idea – which is that Lacta is about lovers and the sweetness they share.

That’s the thing about small ideas. When they work well, it’s usually because they are fragments of a big idea.