When Hershey’s approached us for a project for Brookside, we took stock of the brand. Name that sounds like a nursing home? Check. Logo that looks like clip art from Microsoft Word? Check. But what we did have was an irresistibly delicious project with a tiny-but-rabid fan base online. So all we had to do was give them a voice.
We developed an affable Brookside spokesperson who served as the voice of our fans while also delivering a consistent branding device. Notice how he is standing by the side…of a brook? Nice. And for the procurement folks in the room, this approach also allowed us to efficiently capture an incredible amount of content over the course of a 2-day shoot: enough for 23 videos and dozens of stills for social posts.
When one of our customers posted about wanting a larger-sized bag, we over-delivered on his ask and engineered a fun social contest that enabled someone to win their own 100-lb bag of delicious Brookside chocolate.
This consistent use of our spokesperson spread easily across social, encouraging our customers to post even more comments —which we then turned into compelling in-store advertising.