Posts Tagged With: Communications

A “Bliss-ful” moment for Hershey’s PR

This week in Case Studies and Issues in PR we have been asked to discuss our favourite case, why it interested us, and what I have learnt from the campaign. So, without further ado, I present to you a sweet campaign put together by Hershey’s….

Now here’s a party I can get behind…
hersheys_bliss_logo In April 2008, Hershey’s was preparing to launch their new Hershey’s Bliss chocolate. With not much new to say about chocolate, Hershey’s had to come up with a creative way to get people talking about their product. With targeting female chocolate lovers in mind, Hershey’s decided to host 10,000 chocolate parties for girlfriends nationwide. JSH&A communications company used word-of-mouth, mainstream and social media to get the word out about how all of us chocolate loving females can all share in the bliss of cellulite by hosting a chocolate party. If you were one of the lucky ladies to be chosen, Hershey’s would send you package of Hershey’s products, coupons and party ideas to share with your  closest 10 girlfriends. In the end, they were able to create 150,000 unpaid brand ambassadors who promoted the product with pleasure after their parties were held.

A Moment of Bliss

This campaign stuck out to me, as it was something that was speaking right to me. Not only do I enjoy a morsel of chocolate or two from time to time (more like shamefully eating a whole chocolate bar in my closet), but I also LOVE my girlfriends. Combine that with an opportunity to throw and party, and Hershey’s has hit the dimple on the butt cheek! Although I can imagine the coordination of 10,000 parties in one weekend might come with some challenges, I couldn’t be more impressed and inspired by their creativity.

If this campaign teaches me one thing, it is that word-of-mouth advertising still remains the most efficient way to get your message across. In a time where their customer base is so big, Hershey’s was able to break down the message in a way that spoke to the everyday person, and made them feel part of this blissful chocolate experience. I am once again reminded that I am much more likely to listen to a friend’s recommendation than an advertisement any day of the week. The Hershey’s Bliss campaign proved how important word-of-mouth advertising is as they generated more than 142.5 million impressions, 15,390 blog posts, as well as an additional 10 million impressions based on word-of-mouth advertising alone. Well done Hershey’s. My second chin thanks you.

How do you think Hershey’s did with their PR campaign?

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Comment #2

Another week, another comment. This week I decided to comment on an article from PR Daily titled, The two worst media disasters in June. In the article, Brad discussed both US Director of National Intelligence, James Clapper, as well as Chef Paula Dean. Here is my response to the article:

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RACE Formula and the PR Campaign

I have spent the past year learning about Public Relations (PR), and the mandatory steps one needs to take to create a successful PR strategy.  I am a passionate communicator, excited by new ideas and creativity. However, I constantly have to remind myself that there is more to PR than just good ideas, and catchy key messages.

When embarking on a new PR Strategy it is important to remember the RACE Formula, to avoid making some critical mistakes. What critical mistakes, you ask? Jumping to tactical ideas for a campaign before putting in the leg work of research and analysis (action). Was that a communal groan I just heard?!?! Yes, research and analysis(action) can be challenging, but it is the only way a PR professional like yourself will understand the basis and reasoning behind your campaign.

Let’s take a moment to review the 4 pillars of the RACE Formula:

    1)  Research: Every good PR strategy begins with some strong, solid research. By research, I don’t mean the first 3 websites that show up on a Google search. The goal is to find out as much external and internal information on the company as possible. Who are you targeting? What is the landscape of the market?  What is the current public opinion?

    2) Analysis (or Action): Once the research is done, you need to understand how you are going to put this information into action. This is where the goals and the objectives are stated, and the PR campaign starts to take shape.

    3) Communicate: Yay! My favorite part. This is where the strategies and tactics are decided. The meat and potatoes, if you will. Just remember: strategies and tactics are different. Strategy is the plan of action to attain a goal, tactics are how you’re going to get there.

    4) Evaluate: Measure the success of your hard work through evaluations of the campaign. The evaluation should be both quantitive and qualitative, and include recommendations for the future.

That’s it! Four easy steps to a successful PR campaign. Seems easy enough, right?! Wrong. Companies seem to struggle with this concept all the time.

Busting the ‘Block

Blockbuster is a prime example of a company that implemented tactics before doing the proper research. In 2003, Blockbuster came out with a campaign saying good-bye to late fees. I distinctly remember the campaign they rammed down our throats about the much awaited abolishment of the late fee. The problem was that there were late fees… sneaky ones. Economically, there idea was a bust. Plus, by the time they tried to salvage it, they were too late. Blockbuster failed to take into consideration companies like Netflix, and ended up losing their market share altogether.

So, use this tale as a precautionary one. Tactics before research is like putting on sunscreen for an indoor event. Useless. Be sure to follow the RACE Formula, and I’m confident you will find the success you are looking for.

What’s your favourite story of a PR Campaign gone awry?

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