The document discusses a campaign to promote s'mores as an everyday snack activity. Over three years, the agency educated mothers about incorporating s'mores into more summer events through influential bloggers. They created interactive s'more experiences at BlogHer conferences to spark social conversations among bloggers and their readers about making s'more memories. This increased awareness of s'mores through social media impressions and influencer content, driving the message that s'mores are perfect for everyday occasions.

1. S’mores are the
perfect everyday snacktivity
Job to be Done: Inspire consumers to incorporate the
ultimate snacktivity—S’mores—into more summer events
and occasions.
Strategic Approach: For three years in a row, JSH&A
educated moms about summertime S’mores occasions
and memory-making opportunities with the help of
influential mom bloggers. The team brought this social
conversation to life with an interactive BlogHer
conference experience featuring S’mores as the perfect
everyday snacktivity.
o Re-designed hotel suites to create custom BlogHer
experiences that cut through event clutter
o Partnered with influencers/mom bloggers to create
social content and participate in Twitter parties
Outcomes:
o 3,000+ bloggers visited the S’mores Suite over three
years, sharing their experiences with readers
o Increased social impressions from 1.4 MM in year one to
nearly 5 MM in year three
o Influencer content sparked #Smores conversation
across traditional and social media channels, driving
awareness for everyday S’mores opportunities
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