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The story of a magical tree

Comms | social

How do you become the UK’s most engaging confectionery Facebook page in just six months? By understanding the brand and the audience, creating compelling content pillars – and a little touch of magic…

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We started with the audience to understand what drove conversation in the social space. We discovered the only thing better than a good friend is a good friend bearing chocolate. This became the foundation of our content plan: friendship, sharing and chocolate.

With the foundation in place, we established a tone of voice, a graphical language and tools to encourage sharing. The Ferrero Magic Tree app allowed fans to explore the branches of a magical tree with a chance to win golden prizes. With more than 300,000 plays and a 106% share rate, the results were as magical as the app.

The MoralMoney might not grow on trees but prizes do.

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