Download - BlogWell Philadelphia Social Media Case Study: The Hershey Company, presented by Anna Lingeris
2010 BlogHer EngagementAnna Lingeris, Public Relations
Manager @ahhnalin November 9, 2010
S’mores “Snacktivity” Suite
The Challenge…
• Engage bloggers• Create online buzz without NEW
news• Break clutter at BlogHer ’10• Provide classic S’mores usage
experiences – NO recipes • Work within limited budget
range• Compliment larger, traditional
PR campaign• Incorporate three main
streambrands
Hershey’s Milk Chocolate, HoneyMaid Grahams and Kraft Jet-Puffed Marshmallow challenge:
SNAPSHOT: S’mores Program Overview
• Program Goal: 60-90 MM impressions
• Results: More than 124 MM impressions for over 137% of our high goal
Initiative: May June July August September
Ongoing Media Relations5/27-9/6 – Launch release /EPK 6/30-8/30 – MAT release7/12 – ANR7/30 – Nat’l S’mores Day release/EPK8/10 – Nat’l S’mores Day8/23-9/6 – Labor Day outreach
Mom Bloggers5/27-9/6 – Ongoing blogger outreach7/15 – Mom Bloggers Club round-up8/5-8/7 – D.C. Blogger sponsorship8/5 – Dinner’s On Us8/6-8/7 – BlogHer sponsorship
Program Timeline
• More than 116 MM impressions mention or show Hershey’s (94% of all impressions)
• More than 112 MM impressions mention or show Kraft (90% of all impressions)
S’mores Ongoing Media Bureau
BlogHer ’10: S’mores Snacktivity Suite
Suite sponsorship for BlogHer ’10• $15,000 Suite
Sponsorship • Vs. $75,000 Starting Point
for EXPO Floor Presence Recreate the suite to show usage occasions both indoor and outdoor• Campfire• Grill• Microwave • Fireplace/Living Room
Initial Design Concept:
Suite Space DesignInterior Space
Exterior Space
S’mores ‘Snacktivity’ Suite
Visitors to the S’mores Snacktivity Suite were able to:• Roast their own full-size
S’mores • Relax in one of various
settings, both indoor and outdoor
• Have pictures taken by a professional photographer
• Enter for the chance to win a fire pit or 1 of 250 S’mores kits
• Interact with the PR and Brand Team from both Hershey’s and Kraft
• Spend quality time with friends new and old!
Blogger Engagement
Partnership with Mom Bloggers Club• 100 branded S’mores kits
– Giveaway• 100 blog posts Sponsored transportation from Washington, DC to New York City for 40 influential bloggers• Organized by “Chicken
Nuggets of Wisdom” and “Resourceful Mommy”
Participation at Dinner’s On Us• Exclusive Dinner by
Child’s Play Communications
• 100 woman bloggers• 10 sponsors
Additional Tactics
BlogHer Conference Overview• 2,400 people gathered at New
York’s Hilton Hotel for the 6th annual BlogHer conference – World’s Largest Blogging Conference
• Sold-out event brought together bloggers for networking, workshops, discussion and to connect with sponsors
• This year’s conference was supported by over official 100 sponsors
• The conference attendees had over-the-top excitement and energy
• Many sponsors held activities before, during and after the conference
• Conference coverage was 360 via social, online and traditional media
S’mores ‘Snacktivity’ Suite at BlogHer• More than 600 visitors to
the suite during the 2-day conference
• With 2,400 attendees, 1 in every 4 people at BlogHer stopped by the suite
• Many bloggers told our staff that the S’mores suite was the talk of the conference and that it was their favorite of all of the sponsor
Blog Coverage• More than 200 blog
posts surrounding S’mores and the S’mores ‘Snacktivity’ Suite
"The S’mores Suite was incredible… Hershey’s and Kraft have a new team of supporters and fans here in the DC area!”
-Amy Lupold Bair,Resourceful Mommy
“S'mores were at BlogHer in this super fancy tricked out suite. They had redone the whole room and had set it up so people could toast marshmallows over a campfire, a grill, a S'mores maker, etc. all inside a hotel suite. Good stuff! Alissa A. Enders,
Have Stroller Will Travel
“This suite is amazing! I love that we can make S’mores right here in the suite! We heard a bunch of women raving about it outside of our hotel room.”
L-ara Dipaola,Chicken Nuggets of
Wisdom
Twitter Chatter for #Smores• Created unique hashtag
for Twitter users to follow and join conversation surrounding S’mores
• More than 500 uses of the #Smores hashtag
• The collective Twitter following of the users who included the hashtag: 1.5 MM+
• More than 500 tweets related to National S’mores Day
Results: Radian 6 Topic Trends• Graph indicates online coverage for
S’mores over a 30-day time period• Major spikes can be attributed to PR
outreach
Short Lead
Outreach
BlogHer Coverage
Mom Bloggers Club Outreach
DC MomBlogger
s
NationalS’mores Day
Key Learnings – Tactics That Worked
Blogger Engagement• Suite provided an intimate setting to interact with
attendees• While in the Hershey’s/Kraft suite, bloggers
engaged with PR & brand reps and made a S’more, which kept visitors in the suite longer than simply passing by an expo hall booth
• The usage occasions showed bloggers different ways of cooking S’mores
Smart - NOT BIG - Giveaways• Provided Bloggers with a MAIN experience and
MINOR swag• Bloggers were looking for fewer cumbersome
giveaway items and more experiences• Visitors to the suite were offered a branded cinch
sack• Having Hershey’s Special Dark Chocolate on hand
for those who preferred dark chocolate
ADDITIONAL BLOGGER ENGAGEMENT:D.C. Blogger Sponsorship• Sponsoring travel to BlogHer for a group of D.C.
area bloggers guaranteed pre-and post-event excitement and coverage
• The DC bloggers helped prompt hundreds of #Smores tweets
Key Learnings – Tactics That Worked (Cont.)
Dinner’s on Us Event• 100 top mom bloggers & 10 sponsors
attended the Dinner’s On Us event the night before BlogHer
• Sponsoring the event provided a cost-effective way to network with top bloggers and TEST S’mores equipment prior to the Snacktivity Suite
Photo Uploads• Professional photographer was on hand to
upload suite photos provided attendees with downloadable photos for their Twitter & Facebook feeds and blog posts
• Over 500 people visited the photos website
Building Contacts Through a Raffle• Raffle provided an opportunity to collect
bloggers’ business cards/contact information and monitor foot traffic. Over 500 Collected
• E-mail addresses of the attendees provided a database of top bloggers and a list to randomly select winners for the grand prize and secondary prizes
Key Learnings – Tactics To Consider
Planned Meeting Times/ Raffles• Explore coordinated times for small groups
and/or hourly raffles (e.g. Tweet Ups) with big ticket items
• Create official FourSquare location for the suite (NOTE: Bloggers Created their own FourSquare location for S’mores Snacktivity Suite)
• Create whrrl story board to share with bloggers who could not attend
Campaign-Specific Twitter Handle• Brand-specific Twitter handle (in addition to
the hashtag) to further engage with bloggers prior-to, during and after the conference
• Use venue as launching point for Handle Understand Venue - 2011 • Next year, BlogHer ’11 will be held at a
convention center instead of a hotel which may provide unique opportunities and challenges
S’mores
Key Learnings – Tactics To Consider
Media & Digital Integration• Ability to spread messages wider, beyond conference attendee audience
Size and Location• Explore larger - though cost effective -
spaces for additional blogger engagement
• REMEMBER BIG IS SMART EXECUTION NOT BIG EXECUTION
Timing• Securing early sponsorship provides
negotiating opportunities Immediate Access to Photos• Provide photo URL html e-mail to be sent
to handheld devices OR Partnership with Flickr
• Explore branding a designated photo space
• Provide bloggers with flip cameras to capture organic blogger engagement in suite
Sponsors/ Industry Professionals Feedback
Sponsor Suites• Sponsors that hosted suites:
o Hershey’s/Kraft Foodso Kmarto P&Go My Blog Sparko Ketchumo Metamucilo Windows Liveo Ecco o Mozilla Firefox
Other Brands/ Industry Professionals
• Brand reps from Microsoft, GM, Hallmark, Nikon, Whirlpool and many PR executives visited the S’mores suite
• All were very impressed with the suite and helped spread the buzz to encourage visitors to the suite
• Buzz created
“A great example of collaborative marketing, a co-branded effort… The S’mores suite was literally the buzz of BlogHer”
-Ketchum PR Executive
“We keep hearing that we’ve got the SECOND best suite here. When we asked which one was better, everyone said ‘The S’mores suite!’”
-Microsoft Representative
“I keep hearing about how neat the S’mores suite looks from bloggers”
-My Blog Spark Representative
“We heard about the S’mores suite down on the expo floor and had to come and see if for ourselves!”
-GM Executive
S’mores ‘Snacktivity’ Suite
S’mores ‘Snacktivity’ Suite