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About This Project
Summary
End-consumers buy so much chocolate yet know so little about the farmers growing the cocoa. In the lead-up to Valentine’s Day as consumers began to ponder the pressure of commitment, we invited them to make a #cocoamitment instead by choosing chocolate that pays farmers fairly. We partnered with two content creators—a pastry chef and a dating and relationships influencer—as well as farmer-friendly chocolate companies to help us spread the word.
Goals & Objectives
The campaign aimed to raise awareness with consumers about the cocoa farmers behind our favorite Valentine’s Day candy. We educated them about how their purchases can drive change and how to make informed chocolate choices.
Results & Impact
Campaign content reached nearly 2.5 million people through social media via Acumen and our influencer collaborations. Acumen also saw a 50% increase in Instagram followers and a 13% increase in site traffic during the campaign. Lastly, we connected 7 farmer-friendly chocolate brands to consumers.
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