Creative Process: Lacta Christmas Campaign

The success of the Little Pieces of Christmas campaign was driven by close collaboration between diverse multidisciplinary teams, including design, development, and marketing. Furthermore, the technical team was essential in integrating the artificial intelligence tool that transformed consumer photos into animated videos. The backend and integration teams were crucial in ensuring the technology worked seamlessly between the website, the chatbot, and the AI tool integration, creating a fluid and innovative experience. The QA team also played a key role, conducting rigorous testing to ensure every part of the journey was error-free. The collaborative work between these teams ensured that each step of the process—from photo submission to final video delivery—was designed to surprise, move, and delight users, providing a unique and magical experience.

Initial Client Briefing: Lacta was central to our persona and vision for the campaign. The strategic briefing focused on the brand's mission: to create a Christmas experience that not only engaged consumers but also connected them emotionally to the brand in a unique, innovative, and magical way.

Requirements Gathering: We defined essential requirements that ensured an immersive and dynamic experience. The website was designed to allow consumers to submit their photos, while the chatbot offered a personalized experience, guiding them through the process and creating an interactive journey using artificial intelligence.

Market Research and Benchmarking: We conducted an in-depth analysis of digital campaigns, especially focused on AI experiences and real-time personalization. The use of AI to transform photos into videos was inspired by innovative personalization and storytelling technologies, which are trending in digital marketing and consumer interaction.

Lacta was the essence of our vision and persona for the campaign—the brand that represents special, warm, and unforgettable moments. However, the true protagonists of this experience were the users themselves. By submitting their photos, they became the center of the narrative, with their faces becoming part of the animated video generated by artificial intelligence. Lacta, as a brand, was always present as a guide, bringing its welcoming and emotional touch to each interaction, but it was the users who truly experienced the charm of the campaign. The user journey was carefully structured to ensure a seamless and connected experience, from photo submission to final video delivery, creating a unique and emotionally engaging sense of personalization.

Furthermore, one of the campaign's key differentiators was the collection of data on consumers' favorite chocolates. This information was used to further personalize the experience, creating a video offer for users with special discounts on their favorite products. In this way, we not only provided a delightful experience but also offered added value, further connecting consumers to the brand.

Visual Identity and User Experience: The campaign's visual identity was inspired by the Christmas spirit and the magic of the experience provided by Lacta. We created a palette of warm and welcoming colors, with graphic elements that evoked the charm and nostalgia of Christmas. The website design was optimized to ensure fluid, intuitive, and enchanting navigation, focusing on simple and pleasant flows, always reflecting Lacta's values and personality.

AI Integration into the Experience: The campaign's true innovation was the use of artificial intelligence to transform consumers' photos into animated, cartoon-style videos. Integrating this technology into the website allowed for real-time personalized interaction, creating a unique experience for each user. This integration was perfectly orchestrated so that, upon submitting their photos, users received the final video with Lacta's special touch directly in their notifications.

Tone of Voice and Visual Narrative: The tone of voice was adjusted to be welcoming, optimistic, and magical, reflecting the spirit of Christmas and the immersive experience provided by Lacta. Each interaction with the chatbot and the website was designed to delight users, with the touch of humor and affection characteristic of Lacta. The visual narrative was designed to transport consumers to a universe of celebration, magic, and emotional connection with the brand.

Multichannel Campaign: To expand the campaign's reach, a multichannel marketing strategy was developed that included digital influencers, YouTube, and social media. Influencers created interactive content, sharing their own experiences with the website and encouraging their followers to participate in the campaign. On YouTube, promotional videos reinforced the idea that Lacta was offering a delightful and innovative experience, connecting people with their most special moments in a unique way.

Low and High Fidelity Prototypes: We created prototypes at different fidelity levels to test the functionality of the AI tool and ensure the smoothest possible website experience. During development, we validated the interactions, ensuring the user journey was intuitive and engaging.

UX Decisions: The information architecture was designed to ensure a frictionless user experience, with special attention to usability, accessibility, and fluidity across different channels—website and chatbot. The experience was optimized for mobile devices, as most users interact with digital campaigns through their smartphones.

Microinteractions and Animations: We incorporated microinteractions and animations into the process, especially during the transition between sending photos and receiving videos. These details kept the user engaged, providing a delightful and magical experience throughout the journey.

Iterations with Feedback and QA: The design was adjusted based on continuous feedback from the teams and users during development. The QA team conducted rigorous testing to ensure that the website, chatbot, and AI tool integration functioned flawlessly, without technical glitches, delivering a seamless experience.

Design Implementation: The campaign was successfully launched, providing consumers with the opportunity to transform their Christmas photos into animated cartoon videos. The experience of receiving the personalized video via mobile notifications and sharing these moments on social media was very well received.

Success Metrics: Defining KPIs was essential to measure the campaign's impact. The selected KPIs included engagement metrics such as participation rate (number of consumers who submitted photos), number of social media shares, average interaction time with the website, conversion rate of users who viewed the offer video and made a purchase, and click-through rate on discount links. These metrics helped evaluate the campaign's effectiveness in real time and adjust strategies as needed, ensuring the campaign achieved its objectives in an impactful and efficient way.

After launch, the campaign was closely monitored, with adjustments made based on user behavior and generated interactions. Data analysis and insights helped refine the experience, ensuring consumers remained engaged throughout the Christmas season. The multichannel strategy and the use of AI proved fundamental in creating a lasting emotional connection with the Lacta brand.