The first step was understanding what KISSES meant within the context of everyday occasions, and it turns out the brand already had a place in people’s everyday moments. People were giving each other KISSES as a physical expression of caring and affection…and sharing it on Twitter and Facebook.

Under the “Show You Care” Content Idea we shone the spotlight on real families using HERSHEY’S KISSES, leveraging these stories to connect the brand’s promise to the everyday occasion. In short, it demonstrated how real people express their affection: any time you want to show you care, you can “Say it with a Kiss”.

Launched between May and November, Twitter, Facebook and YouTube were used to deliver socially driven stories through an effective media strategy by celebrating social stories of love, caring and appreciation with HERSHEY’S KISSES.

First, we deployed a short form cinematic film that showcased the brand message and effectively expanded the universe of possibilities where HERSHEY’S KISSES authentically demonstrated its purpose of expressing love and togetherness.

Then we turned to our consumers, spotlighting their own personal HERSHEY’S KISSES stories. Whether it was a secret ritual between mom and child, a family who recognizes that a birthday only happens once a year, or a father who leaves sweet gestures of love around the house, we used moments like these to drive brand relevancy.

It turns out you can say a lot with a KISS!

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