Hershey set out to change consumer perception around S’mores. To make the leap from an isolated event to a family ritual, we needed to understand where to communicate and how to inspire.
Discovery & Definition
Working closely with Hershey, we grounded our research in their target consumer
The Connection Seeker
She’s a social connectors whose role is to keep the family connected through shared activities and rituals.
prioritizes everyday family - Their everyday family – children, spouse, closest friends, pets – are at the center of who they hold closest. They value these connections because they share the most of themselves with them.
cultivates connections - Whether it’s good times or bad, she believes connections need to be cultivated. In an increasingly divisive world, she believes it’s her job to make those connections, so she naturally gives more than she receives.
appreciates the small stuff - Smaller actions mean more than grandiose statements of affection – whether it’s making special occasion more shareable, daily moments more meaningful and memorable, or even brightening someone’s day.
“If I wait for big moments to connect, I’ll miss out on moments that really matter.”
Behavioral Mapping
With the target persona defined, the next step was to utilize our consumer insights tools to gather the data on her shopping and online behaviors. With this framework in place, we layered on the touchpoints Hershey could best reach her.
Ideation & Content strategy
With the experience framework in place, we began creative exploration. The visual hierarchy and content strategy framework would define the design guidelines. At this point the project transitioned into execution lead by our creative team.
