Five 15' minute episodes were released on Facebook and YouTube in the month leading to Valentine’s day, 2015. Audiences were hooked by the cliffhangers at the end of each episode, sharing thousands of comments, likes and shares... trying to figure out what was next, thus increasing the engagement rate and organic reach of each video.

Facebook posts achieved 30% Organic Reach thanks to their high engagement rate. Lacta's Facebook page became the No 1 product page in Greece. The web-series videos accumulated 7 Million total views, in a nation of 5 Million internet users! The episodes garnered more than 350.000 comments, likes & shares.

Viewers were inspired by the series and Lacta Messages usage increased by 179% during the weeks the episodes were launched and exploded 17 times higher, on Valentine’s day. A total of 90.000 messages have been exchanged so far.

For many years in Greece, Lacta chocolate wrappers were used to compose handwritten love messages that people exchanged, especially on Valentine’s day. This has been celebrated in the brand’s advertising, establishing Lacta as a symbol to express one’s love. But a recent change to a plastic wrapper, meant that people could not easily write messages on it any more...

By introducing “Lacta Messages” in late 2014, a unique QR code was printed on every Lacta pack, that people could scan with their mobile phone and hide a message, before giving the chocolate to someone they liked. But instead of just producing a demo video to explain it all, Lacta created an original web series, titled "Make the Move", that captivated a whole generation.