Distributing and creating awareness of the new stylish origami boxes that come in a million different designs ahead of Israel’s Purim holiday, made by Elit’s ‘Para Chocolate’ line.
About 150 top leaders, mothers, and scrapers (paper artists) were invited to design creative, and unique Purim baskets using Elite’s Para Chocolate wraps that come in a million different designs. The image-boosting move – communicating about the Para Chocolate series that comes in a million different designs ahead of Israel’s Purim holiday, focused on creating videos of the Purim baskets’ preparation and process using a still-based video creation app.
Photo: Mary Kogan
Methods of Action
We’ve made use of Facebook’s new policy which increases the organic exposure of videos, located the most suitable app for viral video creation and focused the campaign on the designed wraps – not the chocolate.
Influencers posted their Purim baskets on social media: first, a post that showcases the basket creation process and how this year they’ve decided to design Purim baskets using available materials. Second, a post with a photo of the designed basket.
The campaign was based on three main characteristics at the center of all Leaders activities. First, listening to changes in social platforms – understanding Facebook’s policies is what made it possible to create a move that has generated so many views. Second, a preliminary research of existing apps and selecting the most suitable technology for both the campaign and its participants. Finally, our creative process included a focus on the chocolate wraps and not the chocolate itself, increasing the visibility of Para Chocolate’s million designs in social media. The campaign included 150 leaders, generated 682 posts, 2,258,253 exposures and 10,193 interactions!
(Anati’s Purim basket, over 7,000 views. Watch it here)
(Dina Alfasi’s Purim basket, over 4,000 views. Watch it here)