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…
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?