case study: hershey's s'mores at blogher

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Post on 17-Nov-2014




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JSH&A helped Hershey's educate moms about the all the fun ways to enjoy S'mores with their families via a custom multi-year experience at the BlogHer conference.


  • 1. Smores are the perfect everyday snacktivity Job to be Done: Inspire consumers to incorporate the ultimate snacktivitySmoresinto more summer events and occasions. Strategic Approach: For three years in a row, JSH&A educated moms about summertime Smores occasions and memory-making opportunities with the help of influential mom bloggers. The team brought this social conversation to life with an interactive BlogHer conference experience featuring Smores as the perfect everyday snacktivity. o Re-designed hotel suites to create custom BlogHer experiences that cut through event clutter o Partnered with influencers/mom bloggers to create social content and participate in Twitter parties Outcomes: o 3,000+ bloggers visited the Smores Suite over three years, sharing their experiences with readers o Increased social impressions from 1.4 MM in year one to nearly 5 MM in year three o Influencer content sparked #Smores conversation across traditional and social media channels, driving awareness for everyday Smores opportunities 1