Nestlé wanted to reward young women who were on the rise, setting themselves up for success and who deserved to indulge in some chocolate delight.
We created a platform where women could release their wishes in a joint effort to just let it go.
We launched the campaign in morning traffic, rewarding frustrated drivers with a treat, and through their favorite radio hosts promoted that they let it go immediately on the mobile site or when they get to their desktop computer.
Thousands of messages streamed in and we listened. We chose our favorite messages and suprised young ladies with their wishes, be in a pair of shoes or a dream vacation.
The campaign was a huge success as women continued to use the site long after the campaign was over, collectively letting it go.