The Campaign

HAPPYGRAMS: interactive virtual Hershey bars with personalised messages of cheer and sent to users in real time when they feel low. Each Happygram is designed to do what real Hershey's chocolate bars do best: to make everyday moments feel better. Daily social listening identified specific individuals as they shared their social status, then we created a personalised Happygram written just for that person, just for that moment in real-time. The Happygrams would lead back to a campaign microsite where users could write their own Happygrams to cheer their own friends, as well as submit for a contest where the best user-generated content would be printed onto real Hershey's bars and made available in stores.

Creative Execution

Hershey's Happygrams was launched, surprising and delighting users with messages of cheer just when they needed it most. Each Happygram was personalised to address the specific user moment to be relevant and timely, and invited users to the campaign microsite where they could learn about Hershey's mission to spread cheer, and make their own Happygrams for friends. From June 2015 to March 2016, 4,115 unique, personalised Happygrams were sent to women in need of cheer. Women stuck in traffic, stressed about exams, worrying about work, family, health, beauty and relationships. And they responded back, either by liking, sharing, commenting, or making their own Happygram. While the Happygrams created high engagement, paid ads on Facebook drove reach, and social media influencers invited followers to participate in the campaign. And finally, the best happy messages written by users were printed on real Hershey's labels and made available in stores.

Describe the success of the promotion with both client and consumer including some quantifiable results

From a digital metrics perspective, we sent 4,115 totally unique real-time Happygram messages driving a total of 92,217,781 impressions with over 8 million people actively engaged (exceeding benchmarks by 4,746%). For brand impact, the campaign was described as having "stellar performance" by research company Millward Brown, with survey results for key brand equity scores such as “Likeability” and Relevance achieving 54 margin points and 29 margin points, respectively, above industry benchmarks. GROWING MARKET SHARE And most importantly, the brand climbed to an all year value share high of 8.2% during the campaign period, a 60% growth above target based on Hershey's past advertising performance. NUMBERS 4,115 totally unique real-time Happygram messages 92,217,781 impressions 8,019,860 people actively engaged, liking, commenting, sharing or creating their own Happygram 6.3% engagement rate of Facebook posts, 4,746% beyond benchmark +60% market share growth above target Sources: Millward Brown, Google Analytics, Facebook Analytics

Explain why the method of promotion was most relevant to the product or service

Hershey's Happygrams is a social media activation campaign where Hershey's listened to user posts on Facebook and Twitter and then interjected those users in real time with personalised Happygram messages of cheer, along with an invitation to spread the cheer online by sharing the Happygram they received with friends or creating their own. The campaign saw over 8 million people engaged with the campaign, leading to an 60% increase in market share above target.

AUDIENCE Females 18 – 35, students and professionals in metro areas. High smartphone and Facebook and Twitter use, sharing their daily struggles on careers, studies, social lives and the challenges of living in a crowded city environment like Manila. STRATEGY An innovative real-time social interjection strategy was created. Social listening identified key moments as they posted status updates. Four categories were identified - Health and Beauty, Family and Relationships, Work and School, and Everyday Ups and Downs. For each of these categories, over 1,000 branded response options were defined. Each day, the creative team personalized each interjection for each status update and sent to users as a Happygram. And we did this all in real-time. To support the launch was a calendar of owned social content as well as paid Facebook media amplification and social influencer engagement.