In the new Lacta 5Star's social campaign, we were challenged to raise engagement on the brand's social networks. That was when we decided to shoot an entire movie series written using only our Facebook fans' comments. We started the story with a post, thousands of users replied and the result was a nonsensical trilogy of videos that mixes the best and worst you can find on the internet. After thousands of comments and with the help of our L&R team, we selected the most engaging user comments and turned them into three different screenplays that then became actual short movies only a few days after they were written.

The activation began with a trailer on 5Star's fanpage and in Brazil's largest movie theater chain. In this trailer, we invited everyone to be a screenwriter in our movie trilogy. After that, we started a story on our social networks and thousands of consumers continued it until we had enough content to shoot our content: the best comments became a part of one of the three stories that were then released over 2017's Q4. The movies were released on the 5Star's Facebook page and Youtube channel, impacting over 40MM people.

To keep the audience hooked up, the trilogy included the extra content you'd expect of an actual Hollywood movie launch: movie critics wrote reviews about each episode, celebrities made special appearances in the movies and we also created trailers, backstage tweets, posters and spin-offs to feed the 5Star social networks over the campaign. The activation was broadcast exclusively in Brazil.

Being broadcast exclusively in Brazil, the activation reached over 40 million people (over half of the Facebook's active target) and the videos had over 7 million views. The comments received during the action (over 45,000) represented 60% of all of the comments received on the page since it was created.

- There were over 300k interactions

- Over 40 million people reached

- The biggest number of screenwriters in movie history

The videos broke the brand's Facebook share records and made consumers advocate for the brand at various times – they explained the trilogy to new arrivals and encouraged them to try the chocolate. Not to mention the many consumers who stated they had tried 5Star for the first time because of the campaign.