MY ROLE: Social and digital strategist
PROJECT BACKGROUND: Hershey’s is undoubtedly one of the most recognized chocolate brands globally, however new competitors with a craft and local image were becoming more and more competitive.
CHALLENGE: Increase affinity with existing customers exploring other chocolate options.
USER RESEARCH: Hershey’s is a go to staple for moments synonymous with childhood - making s’mores over a campfire, baking brownies for the bake sale, and chocolate chip cookies with grandma. Hershey’s is at the center of simple moments of pleasure with family, friends.
HYPOTHESIS: All pieces of communication had one purpose - to invite people to say hello to happy.