The brand ambassador Miss Universe Ximena Navarrete, sent the first “golden moments” tweet, which appeared on the interactive digital ribbon that lit up Ferrero’s majestic Christmas tree.

The event was broadcasted all over the world via live streaming, with dozens of celebrities in attendance and repositioning the brand from traditional to contemporary.

To strengthen the bond between the brand and our audience, we wanted to invite Mexiacns to share their “golden moments” through social media. Their best wishes posted on Facebook or Twitter showed up pretty much instantly on the tree. From all the messages posted on the tree one winner could win a cheque for 1 million pesos.

We wanted to unite all Mexicans by reflecting on their family values on which the Ferreror Group was built on so we restored the Christmas spirit with the slogan “light up your Christmas with golden moments”.

We were able to create a new tradition: the yearly lighting of Ferrero’s interactive Christmas tree.

The results were unstoppable: Ferrero sales rose to quotas never seen before, strengthening the engagement and the brand’s image, all thanks to the mass use of social media.

A new and more delicious magic kind of Christmas had kicked off. Thanks to Ferrero Rocher it was the first time that people could share their best wishes durining the Christmas holiday by interacting directly via social media.