YouTube is a powerful social media platform with literally
billions of content videos used throughout the world. Owned by Google, YouTube
states their objective and purpose is “We believe that everyone deserves to
have a voice, and that the world is a better place when we listen, share and
build community through our stories.” (https://www.youtube.com/about/) As a video social media platform, YouTube
captures the story in video format and connects people together.
Although it still has only a limited presence outside North
America, Hershey is the reigning giant in the US chocolate
business with a large portfolio of well-established and much-loved brands. It
was the first American company to develop a recipe for milk chocolate at the
beginning of the 20th century and has more or less cornered the local market
ever since with its distinctively Hershey's bar. The brand has also been spun
off into a variety of other confectionery treats as well as syrup and drinking
chocolate. The eponymous product is accompanied by another billion-seller in
the form of Reese's and dozens of other candies.
The Micro Market of Hershey is not limited. There were
regular and active videos posting of their TV commercials in 2015-2016 on YouTube.
In more recent years, Hershey has moved toward storytelling and propagating
their philanthropic efforts. Simon Mainwaring wrote this week in Forbes, “Brands
across the spectrum are positioning themselves as purpose-driven leaders. In this environment, how can a
company stay true to their unique reason for being and give back in authentic
ways that distinguishes it from the competition? It's not about being the agent
of change but rather creating a platform for others to drive meaningful change” (see article reference below).
The Hershey Company has monetized the use of the YouTube
channel to connect with their employees for training and with their
customers/shareholders for awareness in developing a brighter future.
To foster that sense of social inclusion, the Hershey
launched a new initiative called The Heartwarming Project and hosted a Makers
Of Good Teen Summit this year. The Summit was created for teens by teens and
focused on overcoming social isolation. After the initiative and throughout the
month of October, Hershey interviewed the Youth Participants and captured the
interviews on video and posted them to YouTube.
Through the month of December 2019, Hershey is posting a series
of employee training videos. The company’s own description is “Retail and media
channels are merging as digital media and commerce are now a part of everyday
life.” (https://youtu.be/eZEv0ZjyADc) The latest posted video is an informative testimonial of Two of
Hershey's experts discussing insights-driven manufacturers which help retailers
have high-impact category sales plans.
Using the voice of YouTube, Hershey has once again,
energized it’s employees, used story to bring about positive change and added
to the value of their story.
The positive influence of Hershey and YouTube makes you
enjoy milk chocolate that much more.
Thanks for reading … connect with me on YouTube and as
always, You know I love ya. Don
For more Information Check Out the Forbes Article and the
Hershey Company Below:
Mainwaring, Simon. Purpose
at Work: How Hershey Stands behind Youth to Create the Future. Forbes,
12/3/2019. https://www.forbes.com/sites/simonmainwaring/2019/12/03/purpose-at-work-how-hershey-stands-behind-youth-to-create-the-future/?fbclid=IwAR3jtzilRHtk6DUa_wkexFP_EcdVV3JHbadN9uz4coWwcioavLC6zmhdZaA#1168bb8a4640
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