Standard European Union directives govern Branded Entertainment in Greece. A TV show that has product placement has to declare it before hand and with a special sign at the beginning on the program. In the last couple of years, there have been some branded cooking shows on TV and lots of product placement.

Lacta chocolate has been a symbol of love for ages in Greece. It's advertising has always compared its sweet taste to the feeling of falling in love. But in 2014, Lacta chocolate wanted to go beyond inspiring young people to find love and enable them to actually make the move, through the product itself.

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, unique QR codes were printed on every Lacta pack, that people could scan with their mobile phone and hide a message on every chocolate they gave to someone they liked. Senders could even remain anonymous and keep exchanging messages, thus creating the beginning of their own love story. But instead of just producing a demo video to explain it all, Lacta went ahead and created an original web series that captivated and inspired a whole generation...

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.

A trailer for the web-series was first posted online during Christmas 2014. It was promoted on Facebook and YouTube with paid media and achieved more than 1 Million views.

Each of the five episodes was posted on YouTube and Facebook. The Facebook posts were promoted with paid media. The day before each episode was released, there was a short teaser trailer on Facebook and YouTube, announcing it.

All the above material were shared, liked and commented heavily by users, expanding the reach of the web-series to new users.

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. Facebook posts achieved 30% Organic Reach thanks to their high engagement rate. Lacta's Facebook page became the No 1 product page in Greece with more than 820.000 fans.

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.

Lacta chocolate wanted to go beyond inspiring young people in Greece to find love and enable them to actually make the move.

By introducing "Lacta Messages" unique QR codes were printed on every Lacta pack, that people could scan with their mobile phone and hide a message on every chocolate they gave to someone they liked. But instead of just producing a demo video, Lacta created an original web series, titled "Make the Move", in order to inspire users and showcase the app’s functionality.

Five short episodes were released on Facebook & YouTube in the month leading to Valentine’s day. Audiences were hooked by the story, sharing thousands of likes and comments. The videos reached 7 Million total views in a nation of 5 Million internet users. Lacta Messages usage increased by 179% during the weeks the episodes were launched and exploded 17 times higher on Valentine’s day.