This is WILD marketing 🤯

@roiinmarketing_

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SoundTikTok sound · original sound - roiinmarketing_

Promoted product

Milka

Milka Schokolade lädt seit über 100 Jahren zum Genießen und Teilen ein und inspiriert Menschen zu Momenten echter Verbundenheit

2 videos2 creators

Why it worked

The video leverages a high-engagement 'storytime' format about a famous, counter-intuitive marketing case study, which naturally appeals to the creator's target audience of business owners and marketers.

Summary

The creator explains a viral marketing campaign by the chocolate brand Milka, where they intentionally sold bars with a missing piece to encourage customers to send the missing piece to a loved one. The video highlights how this creative strategy turned customer frustration into a successful engagement campaign.

Structure

1Introduction to the Milka marketing campaign
2Explanation of the missing chocolate piece
3Customer reaction of frustration and anger
4

Original caption

This is wild marketing. 🤯 Who would you send the last piece to? #marketing #advertising #branding #viralmarketing #creativecampaign

More from @roiinmarketing_

Product placement

Milka (a chocolate brand) — it ACTS as the subject of the marketing campaign described, and its product (chocolate bars with a missing piece) is shown being operated/unwrapped and used in the campaign. Removing it would change the entire video as it is the subject of the case study.

On-screen text

This is WILD marketing 🤯 this is wild marketing brand chocolate bars piece missing on purpose they produced over 5 million chocolate bars and every single one of them had the last square missing people were unwrapping the bars saw the piece missing and were absolutely furious people were calling up customer service and some were even threatening to sue RESULTS 373 K squares sents then the twist hit because they realized that inside the wrapper there was a note that said claim your missing piece and we will send it to you or you can send it to a loved one with a personalized note and that's when everything changed because over 500,000 people chose to not claim the missing piece of chocolate and send it to a friend a family member or a loved one what do you think of this?

Transcript

This is wild marketing. A chocolate brand literally sold chocolate bars with a piece missing, on purpose. They produced over 5 million chocolate bars and every single one of them had the last square missing. People were unwrapping the bars, saw the piece missing and were absolutely furious. People were calling up customer service and some were even threatening to sue. Then the twist hit because they realized that inside the wrapper there was a note that said, claim your missing piece and we will send it to you, or you can send it to a loved one with a personalized note. And that's when everything changed because over 500,000 people chose to not claim the missing piece of chocolate and send it to a friend, a family member, or a loved one. What do you think of this? Let me know in the comments below.