A global campaign called "the square you don't wanna share" needed a social activation to engage the community.

They objectives was to engage Ritter Sports fans and spark conversation.

We found a survey saying that 48% of adults hide candy from their family. That sparked and idea to help them hide the famous Ritter Sport. so they could have it for themself.

And for a chocolate that always has talked about its square shape, it was a big deal to remelt it. A series of molds for household items helped people hide their chocolate. The molds was giving through competition and soon conversations about how to hide chocolate was all over our social media.

We targeted our most loyal fans and through them the campaign grew. Adults with kids was the main audience and therefore Facebook was a great platform to reach them. Content was then launched to retarget the people who engaged with our main film.

We launched the film on Facebook and quickly saw a an organic potential and soon it was big in Denmark reaching far more than the expected target audience. In the following days smaller content supported it.

Denmark has 4.6 million people on Facebook

Unique reach 927.458

4.160 engagements

2.384.933 views

CPM-price on 3.78 €

Results way above the business target.