Ogilvy created the “Tenderness Poets” social media activation for Milka
To celebrate Valentine’s Day and International Women’s Day, Ogilvy developed a social media activation for Milka called “Tenderness Poets,” where poets transformed people’s messages into personal poems.
Comments on Facebook and Instagram filled with messages for loved ones, short memories, and reasons why they are special. All it took was writing a few sentences about someone who matters.
In collaboration with Czech and Slovak poets, these messages were turned into personal poems, which people could then send to their loved ones as a unique greeting.
Across both activations, more than 500 personalized poems inspired by real stories were created.
“Tenderness Poets” showed that even social media can be a space for more personal communication. It helped people express things to their loved ones that might otherwise have remained unsaid.
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