Romeo, Casanova and Valentino never had problems wooing hearts. Unfortunately, saying
“I Love You” isn’t always as easy for the rest of us. So, MyDove Chocolates stepped up to the challenge with personalized chocolate wrappers to rescue people struggling to find unique Valentine’s Day gifts. The MyDove Expressions of Love contest was developed to ignite passion among consumers and drive awareness of MyDove’s personalized gift wrappers. Centra created a promotional microsite and executed a word-of-mouth-supported promotion encouraging lovebirds to submit their most creative and original ways to say “I Love You.” The winner received a Kwiat 5.58-carat diamond necklace and a MyDove signature chocolate box set with their Expressions of Love personalized note printed on the inside. Centra created an online marketing strategy utilizing social networks, blogs and message boards to engage brand ambassadors and drive consumers to Mydovechocolate.com. Entries exceeded the client’s objectives, increased MyDove promotional website traffic, and reached a large segment of targeted consumers online. Centra helped generate brand evangelism and increase MyDove’s loyal consumer database. Love was certainly in the air for Valentine’s Day 2007.