Traditionally, the fall and winter months experience a surge in interest surrounding baking cookies, with 76% of consumers planning to bake cookies during the holiday season and as many as 458,000 online mentions about baking cookies in Q4 2010. Hershey’s created Cookie Headquarters for the purpose of becoming the ultimate online baking resource for customers. Hershey’s had heavily leveraged cookie exchanges in previous years to showcase the varieties that consumers can make using Hershey’s ingredients. In 2011, an opportunity existed to integrate social components and engagement to build upon that framework, expand equity and quality merchandise and, ultimately, position Hershey’s as the holiday baking experts.
Primary objectives included:
1.) Drive awareness for the four core cookie recipes that include Hershey’s products. This allows Hershey’s and WCG to create incremental consumption/purchase opportunities during the busy holiday season.
2.) Convince 25-55 year-old moms who bake cookies that Hershey’s recipes feature delicious ingredients that the family will love, and also that the recipes provide simple happiness and great taste to create and share.
3.) Position Hershey’s as a baking authority for consumers this holiday season.
1.) Engage daily with online baking influencers via Twitter. This will drive awareness and overall share of conversation related to Hershey’s products and baking cookies.
2.) Develop and promote compelling content in order to drive traffic and consumer interest to Hershey’s online digital properties.
3.) Leverage 2011’s baking program to launch the official Twitter handle of Hershey’s Kisses - @HersheysKisses.
4.) Answer consumer’s questions by Hershey’s baking team of experts in close to real time, either via the “Ask the Experts” portal or on Twitter with the custom hashtag #CookieHQ. Hershey’s baking expert, Linda Stahl, worked with the team (and a library of baking content) to address consumer baking questions online.
5.) Conduct aggressive social engagement via Twitter through proactive/reactive tweets and four Twitter chats with Mom it Forward, the mom blogger community. Regular, baking-related posts also supported the campaign on Hershey’s Kisses’ Facebook page.
6.) Paid media program via Promoted Tweets/Accounts and Facebook ads created additional Twitter engagement and awareness.
1.) The Hershey’s Kisses team secured 137,511,438 online impressions and 111,720 social interactions as a result of an integrated paid, earned and shared media campaign for Cookie Headquarters.
2.) 74,918,558 shared social impressions and 12,592,880 paid social ad impressions
3.) The @HersheysKisses Twitter account is now a valuable asset to Hershey’s Kisses. The account has over 180 leading online influencers and more than 6,600 consumer followers (that represents a 1,725% growth since the start of the program).
4.) There was a 438% increase in online conversations about Hershey’s and baking cookies over the previous two months’ period.
5.) The #CookieHQ hashtag was used 14,785 times, which resulted in more than 34.6 million possible social impressions. The top 25 contributors are all involved in the brand’s top online influencers.
6.) More than 10.9 million impressions, 26,450 clicks and 21,609 new likes to the Hershey’s page were driven by Facebook ads. These were all within the target demographic.