Flowers, wine and chocolates are timeless classics when it comes to gifting. Using floriography, the language of flowers, we can decipher the coded messages embedded in the bouquets we give to friends and loved ones. But what does your choice of chocolate really tell you? Marabou, Sweden´s largest chocolate manufacturer, decided to get to the bottom of this and created the unofficial chocolate language – Chocography.Chocography is based on a survey of 1,500 Swedes choice of chocolate intertwined with their personal values and qualities. Anything from sexual orientation to political view was taken into account. Based on the results we created different chocolate profiles.

The national campaign was executed during one month in owned and earned media (via Marabou’s homepage, Facebook fan-page, blog collaborations and media contacts) and paid media (national TV integration and online advertising).The campaign generated 170,000 unique visits to the campaign site. 97,000 unique profiles completed the chocolate profile test and the chocolate duel application generated just about 3,000,000 interactions. Average time on site was over 4 minutes, which’s 659 days and nights spent with Marabou – that’s almost two years! Sales for chocolate bars (100 gr) and small chocolate bars (40-60 gr) rose with 51 percent, respectively 38 percent.

The monthly campaign was executed in several steps. Before the campaign went broad a pre-launch activity was kicked off; an earned collaboration with some of Sweden’s most talented bloggers had been established giving the bloggers exclusive access to the yet unpublished campaign material. They asked their followers, and we asked our Fans on Facebook: “Everyone has a chocolate profile, what’s yours?” And so the campaign was set off.The main act of the campaign was to activate people by real time social media direction. We used our chocolate networks and sent personal tips to prospected fans, maintained continuous communication on the Marabou Facebook fan-page and initiated several new blog collaborations to keep the buzz buzzing.On another stage, data from the chocolate survey was distributed to newspapers, magazines, radio- and TV stations (nationally and locally) revealing the insights and observations about people’s behaviour in general and chocolate habits in specific.

The campaign had a reach of over 2,700,000 generating 170,000 unique visits to the campaign site. 97,000 unique profiles took the chocolate profile test (123,000 tests in total), the profiles were viewed 390,000 times. The chocolate duel application generated an approximate of 3,000,000 interactions. Average time on site was over 4.2 minutes, that’s 659 days and night spent with Marabou! The campaign generated an offline media value of 98,000 USD and an online media value of 157,000 USD extracted from no less than 273 campaign related blog posts and media articles. A total of twelve blog collaborations generated 11,000 clicks or 6 percent of the total traffic to the campaign site. Sweden’s largest daily paper even called “Chocography” one of 2010’s most powerful expressions. Sales for chocolate bars (100g) and small chocolate bars (40-60g) rose 51 percent, and 38 percent respectively during the campaign period.