The campaign ran through Social Media with a focus on Youtube and Facebook. An initial introductory video was launched on Youtube as a masthead, explaining the concept and demonstrating the first kissing technique, "The long lasting kiss". At the end of the video, with the use of annotations the user was encouraged to discover 9 more kissing technique (Doggy, Superhero, etc). Through Facebook and Youtube, consumers were urged to send their own ideas and within 5 days we presented them with a new video addressing their request (hipster, sweet, trio, etc.). Consumers were suddenly receiving their ideas in new videos!

Dentyne came out of its hibernation with a blast, and managed to achieve its key objective: To establish a unique brand positioning through the kiss territory. The Kiss Project Greece had a significant impact on social media creating a buzz among the 18-24 target audience. Our kissing technique videos reached more than 850.000 views on Youtube and 11,000 shares on Facebook. Furthermore the videos had double the engagement of an average campaign and reached 67% of all Greek Twitter accounts. But most importantly sales grew by +11% and the brand gained +0.8% market share