The curious case of Lacta Campaigns

Who does not know Lacta Chocolate? Some may argue that it is so well-known that it would not need any other publicity such as ads and campaigns. However, every year Lacta, around Valentine's Day, comes back with an even more amazing campaign than the previous year.

It is not only the fact that Lacta knows its audience. Mainly is the fact that Lacta is engaging its audience not only by using traditional advertising but mostly using new media. The brand is putting money, effort and a lot of thought on what it will communicate to people and how the audience can interact with it.

One of Lacta's most successful campaigns goes back to 2014. It was called “Does Love Exist?” and the brand was urging social media users to write something on the topic using the hashtag #LoveDoesExist. Some of the best posts would become online ads and out-door posters at bus stops selected by the competitors.

In 2017 Lacta decided to step up its game. It directed five episodes of branded content using famous actors. The episodes were played online and the whole movie was on TV during Valentine's day. But not only that. Lacta asked the users to participate to the Lacta contest and re-live their love from the day the met. The brand would provide them a hot-air ballon to travel them around the places they went when they first met. The only thing the audience had to do was to download Lacta's app, tag with a heart on the map, the place they met their loved one upload a photo and a small description. The crowds went crazy with over 5000 participations from the launch of the campaign. The brand did not basically aimed to collect likes but info from the users' profiles and to engage with them in order to continue having this bond with the consumers.

Lacta leads and shows the way on how to be a successful and loved brand by everyone. It listens to audience's needs, wants and desires it keeps up with the new era. Overall it stands as an example for others to follow its path. Do it like Lacta.

Danai Koutretsi