Rethinking 'one size fits all' social media: Hershey's Philippines 'Happygrams'

This article shows how Hershey Philippines created a mobile-first social media campaign to bring joy to Filipino women.

Rethinking 'One Size Fits All' Social Media: Hershey's Philippines 'Happygrams'

Low Lai ChowWarc

Consumers across Asia take social media very seriously, says MRM//McCann's Head of Strategy, Brendon Chase. In fact, usage in several South East Asian markets is among the world's highest.

Social networks and services draw the region's highest proportion of heavy users (30.9%) across all channels of media consumption - with games consoles and online press trailing far behind at a paltry 7% and 6.2% of heavy users respectively.

Chase was speaking on the topic of effective social media marketing at the recent Social Singapore: Scaling Social...

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