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The Hershey Company

Establishing Hershey’s candy as a birthday party staple.

SOCIAL MEDIA STRATEGY
CONTENT CREATION

The Challenge

Hershey created a new line of miniature candies specifically designed for kids’ birthday parties. But when it came to party planning and sweets, moms were focused on the cake, the whole cake and nothing but the cake.

Insight:
With so much pressure to plan the perfect party, some bite-size inspiration is all mom needs to nail it.

A kid’s birthday party is primetime, big league, lights-camera-action stuff for moms. It’s the most important day of the mom year. Party planning moms are judged by other moms on the party’s success, so it needs to be thoughtful, fun and enjoyed by the kids — and admired by the other parents. Weeks (sometimes months) of researching endless themes make it hard to decide what to do. This content creation case study doubles as a social media strategy case study in which Hershey’s would inspire moms with creative, crowd-pleasing ideas that are totally doable, demonstrating that Hershey’s wasn’t just another candy but the key to birthday party success.

Solution

HERSHEY’S BIRTHDAY CANDY IS THE ICING ON THE PARTY PLANNING CAKE

quench created a social, digital and in-store campaign showing moms how to design a deliciously successful party for any kid, customized to their personality. We featured a range of age- and gender-specific themes with easy-to-follow how-tos for mouthwatering cakes, favors, centerpieces, games, cards and crafts. Capitalizing on the growing popularity of DIY culture and customization, our work inspired moms to create an experience that her child, and all of their friends would thoroughly enjoy. And other moms would thoroughly envy.