Christmas Express is an interactive crafted digital experience, designed to add a touch of tenderness to the craziness of the holiday season. Milka wanted to enhance the strong commercial time that represents year-end celebrations for the brand. The challenge was to find out to position Milka as a Christmas brand.

The idea? Replacing the ritual of greetings at the heart of the magic of Christmas. Indeed, a few words sent to those we love is always nice - however, over the recent years, the tradition of vows have often been forgotten.

Through an interactive crafted and flowless experience, Milka enables users to customize a letter to their loved ones and to follow it, from design to receipt, via an animated fairytale route in 3D: Christmas Express

The website was launched on Nov 12th 2015 across 6 European countries.

Social Media was a key communication pillar for Christmas Express.

A social media toolkit was distributed to the 6 European countries so they could make the most of all the assets around Christmas Express on their social media ecosystem, enabling the campaign to be noticeable to the brand fans and followers. Facebook event to tease the campaign ahead, a video trailer with CTA to drive to the site, editorial calendar, key visuals, teaser videos were shared across the brand social media platforms so as to speak to a maximum of targeted people, in the right way and at the right moment.

- On December 24th 2015: 101K letters were sent.

- By the end of Winter 2015: 741 578 unique users.

- More than 15K Social share.

- 40+ press coverage.