Not quite sure how I managed to miss the recent social networking campaign by Lacta, given that it is (in my humble opinion) the finest chocolate ever to exist. Coco fanaticism aside though, this campaign is a great example of how painfully simple digital comms and social media campaigns in particular are, when they rely on a recipe with one key ingredient: listening.
It's as simple as that. Lacta took the time to not just find out who their audience was, but actually listened too. That enabled them to create something that engaged their target market, and something that was shared widely as a result. Okay, it helped that Lacta clearly had the budget to throw behind a cool Facebook application, but the concept of listening and creating a relevant platform to conduct relevant interactions is applicable across any media, and applicable for any budget. Check out the cool video (via Digital Buzz Blog) here:
