Recently, Danish chocolate brand Anthon Berg carried out an interesting campaign and integrated it very well with social media. The campaign fits extremely well with the brand, which began in the 18th century in Denmark when Anthon Berg noticed a growing demand for chocolate and opened a store. Customers would wait in long lines to be able to get some of the delicious creations. In order to keep their spirits high while they waited, the store handed out some samples. So, the campaign celebrates the spirit of generosity.
- The brand opened a pop up chocolate shop for one day only, where people had to pay with the promise of a good deed, and not money.
- The prices for the different products ranged from ‘Not talking behind your girlfriend’s back’ to ‘Serve breakfast in bed to your loved one’.
- The promises were sent through Facebook to make sure people stood to their word.
The campaign helped in creating brand awareness because of lot of people came forward to sample the chocolates and paid for them by making promises. The practice of making promises involved more than one person. This increased the reach of the campaign, even if the chocolates were bought by just one person. Even after the campaign was over, fans posted pictures of the cases after the promises were fulfilled, which created a viral effect for the brand.
See the video case study here: