France is a really complicated country when you want to talk about food especially snack and biscuit. Many governmental directives rules the biscuit marketing, that’s why many biscuits and snacks commercial look the same: with more and more gluten free and healthy marketing strategy to seduce consumers. We decided to play with those problematic to lure our audience into believing that Mikado was creating a new product without chocolate and credibilise the launch with a classical and main stream Campaign using all the codes they usually saw on tv and bill board to drain the audience on social network to make them claim how much they love chocolat

The responsiveness of the media team took a huge part in the campaign’s success by triggering all the different elements at the right moment.

Day 1: launch of Mikado Stick announced on Social networks.

Billboards gave credibility to the new product.

The social media team and the creatives began working together on answering everybody on Twitter and Facebook.

Day 2: 3 viral films were launched, keeping the conversation up.

The hashtag #mikadostick was trending in France.

Day 3: A counter Hashtag (#AMikadoWithoutChocolateIsAsDumbAs) was launched by one of France’s biggest radio.

Day 4: The reveal - Mikado Stick Boxes with Mikados King Choco inside were sent to major influencers. They were the first to know where all the chocolate had gone and shared the news to all their followers.

New billboards and a final film were released on Internet.

Thanks to the reveal, the campaign went viral again and stayed up for 3 days.

- 2 million € of earned media

- 12 million people reached

- 16000 tweets mentioning the brand

- More than 1 000 responses and 200 live creations produced in real time by our social media team, greatly increasing the engagement rate of the campaign (7% VS an average standard of 1 to 2% on Twitter; 13,5 VS 3 to 4% on Facebook)

- 230 articles written about the operation

- Several TV channels and radio stations in France relayed the campaign

- Mikado King’s sales increased by 30%

- The campaign also had an effect on the brand’s other products: The sales went up by 15%

- Our French Mikado client became Mikado’s Brand Manager for Europe

- 2 wedding proposals were made to our Community Manager