Hershey's Happygrams is a real-time social media initiative across Twitter, Facebook and Instagram that was launched in the Philippines as a regional pilot in January 2015.
The campaign listens in to the ups and downs of users' everyday lives shared on social media and responds with Happygrams - personalized messages of support and cheer written on virtual Hershey's chocolate bars. Fans were encouraged to make and send their own Happygrams at www.hersheyshappygrams.com with the best ones printed onto special Hershey's chocolate wrappers made available at participating stores.
In the first 80 days, we sent 1,185 totally unique real-time Happygram messages; 1,300,000 people participated; driving a total of 34,000,000 impressions. The number of positive brand mentions also increased by 573%, smashing our stretch targets by 73%.
We designed the Happygrams based on the iconic Hershey’s bars, replacing the brand name with happy thoughts associated with personal moments girls feel an affinity for. From popular self-affirmative mantras like “HAPPY GIRLS ARE THE PRETTIEST” to complimentary “LIKE A BOSS” and reassuring “WE’VE GOT EACH OTHER”, every Happygram is meant to make the recipient smile and features a link to reveal a further message.
SOCIAL MEDIA CONTENT CALENDAR
Based on popularity, Facebook and Twitter were chosen as the main platforms to engage our audiences, with Instagram for support. Facebook posts were created to engage and encourage fans to participate. The posts were also used as real-time engagement coinciding with national holidays and events.
FROM VIRTUAL CHOCOLATES TO REAL
To further engage and reward participation, users can share their own favourite happy thoughts online via a selfie and a hashtag, for the chance to be printed on real Hershey’s Milk Chocolate bars, to be made available in stores.
Agency: MRM//McCANN Singapore
Client: The Hershey Company
Creative Director: Dante Abelarde
Account Manager: Melanie Ho
Art Director: Nigel Heng / Ariz Tiong
Copywriter: Cody Liew / Charis Welikande