The Swedish chocolate company Marabou came to us with a tough mission. They wanted to challenge the traditional christmas gingerbread house and have people build the houses out of chocolate instead.
Our solution: A cross platform campaign strategy involving some of Sweden’s most influential YouTube and Instagram stars. We created a YouTube-tag with some of Sweden’s most influential YouTubers. The participating influencers created videos of bu
We kickstarted the campaign by creating a so called YouTube-tag. Basically a challenge passed on from YouTuber to YouTuber. 10 influencers took part in the YouTube part of the campaign and their videos gathered more than 2 million views, creating a trend on YouTube in which other influencers started building and sharing their own Marabou Christmas Houses.
Adding upon that, we took the campaign to Instagram. We had xx influencers create chocolate houses and uploading images of their creations under the hashtag #Marabouchokladhus. The YouTube trend quickly turned to Instragram and the hashtag gathered more than 3000 images.
All and all, it’s pretty safe to say that Marabou succeeded with their mission. Marabou increased their December sales with 20%!