Traditionally, the fall and winter months experience a surge in interest surrounding baking cookies, with 76% of consumers planning to bake cookies during the holiday season and as many as 458,000 online mentions about baking cookies in Q4 2010. Hershey’s created Cookie Headquarters for the purpose of becoming the ultimate online baking resource for customers. Hershey’s had heavily leveraged cookie exchanges in previous years to showcase the varieties that consumers can make using Hershey’s ingredients. In 2011, an opportunity existed to integrate social components and engagement to build upon that framework, expand equity and quality merchandise and, ultimately, position Hershey’s as the holiday baking experts.
Helping the brand increase year over year engagement across all of its social channels.