As part of Hershey's #SHEROES campaign, a microsite was created to provide an engaging platform for users to honor "Everyday Sheroes." Featuring personalized messaging and a virtual gallery, it empowered users to celebrate impactful women through a visually captivating and user-friendly interface.
(CHALLENGES)
Crafting User Engagement: Formulating strategies to captivate users and foster active involvement in celebrating "Everyday Sheroes."
Navigating Technical Hurdles: Overcoming obstacles in technical implementation to guarantee a seamless user experience across diverse devices.
From Packaging to Shareable Social Assets: Maintaining brand coherence while transforming packaging aesthetics into captivating social media assets, ready to be shared far and wide.
(VISION)
For the Hershey microsite, the goal was to create a visually captivating and user-centric platform. I envisioned a digital celebration hub with an immersive experience where visitors can raise a virtual toast to the unsung heroes of everyday life.
(APPROACH)
I began by understanding the brand's DNA—its identity and values. With user-centric design as my secret ingredient, I crafted an experience with intuitive navigation and engaging features that allowed users to have a powerful experience as witnessed the empowering stories on the microsite.
(RESULTS)
The #HERSHE campaign achieved widespread recognition, with over 153 articles in leading publications. Hershey also saw increased brand awareness and offtakes, reaching over 400K+ homes in just 2 weeks. Digital media amplification generated a unique reach of 16.5 Million+, 15M+ views on the Rap Song, and over 11,000 crowdsourced entries through the microsite, establishing a lasting virtual platform for celebrating #HERSHE achievements.
The campaign achieved Silver Honor in Brand Awareness Campaign at the 15th Annual Shorty Awards.
