Company: Sharp Think, Palm Beach, FL
Company Description: Sharp Think is an award-winning PR agency that blends high-octane creative thought with blue-chip strategic rigor to deliver smashing results for clients. Sharp has adopted a hybrid office model and employs 35 Sharpies with office hubs in New York, Los Angeles, Chicago, Dallas, and Palm Beach. Sharp has robust, dedicated practices focusing on design, the arts, and “passion point” lifestyle.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - New Product or Service Launch
 Nomination Title: HI-CHEW Fantasy House by Sharp Think
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
4/19/2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
HI-CHEW is a fruity, chewy candy brand and a leader in flavor innovation, consistently introducing fan-favorite products into the US market for over 15 years. Given the brand’s origins in Japan, it is considered a challenger within the competitive candy industry in the US, going up against more established candy brands such as Starburst, Skittles, Haribo, and more. As the brand was gearing up for the launch of HI-CHEW Fantasy Mix, featuring the most requested flavors by brand fans including Rainbow Sherbet, Blue Hawaii, and Blue Raspberry, we saw an opportunity to help fans celebrate in an over-the-top way. Our goals and objectives were focused on:
-
Building awareness and attention for the new product launch in a landscape where product innovation alone doesn't generate mass coverage
-
Driving engagement around brand fans, building on their fandom for a one-of-a-kind experience
We wanted to leverage HI-CHEW’s loyal fan base by developing an experience that matched the excitement for the new Fantasy Mix and overall brand obsession. We knew we could create waves of coverage and attention for HI-CHEW through the following strategy:
-
Create the “HI-CHEW Fantasy House” - an immersive stunt to bring the product to life and generate press
-
Develop a consumer sweepstakes component to active our fan base in a fun and exciting way
-
Use mainstream media to drive coverage about the consumer sweepstakes and chance to win a stay at the HI-CHEW Fantasy House
-
Activate influencers to bring the HI-CHEW Fantasy House story directly to our target audiences
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
-
Production: Sharp worked to develop the ultimate HI-CHEW fantasy experience for five months. We focused ideation on the dream getaway, blending the new HI-CHEW Fantasy Mix with the overall vibrant brand aesthetic. Production included scouting properties and outfitting the entire house with all things HI-CHEW.
-
Consumer Sweepstakes: Two months prior to the buildout, we executed a consumer sweepstake via the HI-CHEW website, providing one lucky fan the opportunity to stay at the HI-CHEW Fantasy House. We received over 9,000 submissions, with brand fans sharing their love for HI-CHEW.
-
Media Relations: The team distributed a press release and pitch notes, announcing the sweepstakes, sharing renderings of the Fantasy House, and driving submissions for a chance to win.
-
Experiential: The week leading up to the winner's stay, Sharp transformed a Palm Springs house into the ultimate HI-CHEW Fantasy House. The space incorporated individual Fantasy Flavor rooms, a ‘Make Your Own’ HI-CHEW mix candy bar, and a dreamy living room. The backyard was an immersive, colorful experience.
-
Media and Influencer Relations: We hosted media and influencers for a preview event, where they toured the Fantasy House, enjoyed the new flavor mix, and watched a vibrant performance by a group of synchronized swimmers, dressed in Fantasy-themed swim attire.
-
Winner’s Stay: The selected winner was a follower of one of our active influencers and a huge HI-CHEW fan. At the Fantasy House, she stepped into a vibrant candy dream, including HI-CHEW Jenga, a candy-filled pinata, a rainbow ball pit, and more.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 103 words used.
The HI-CHEW Fantasy Mix and Fantasy House were met with excitement among media and consumers nationwide, with coverage focused on the new product announcement, sweepstakes, winner experience, and the editor and influencer preview. Media and influencers who visited the Fantasy House said it was ‘one of the most memorable experiences,’ and wished ‘the Fantasy House was open year-round for booking!’
-
Consumer Submissions: 9,000 submissions
-
Media Relations: Earned media garnered 240 million impressions
-
Social Influence: Engaged with influencers reaching a collective 309,400 follower count
-
Feature stories landed in USA Today, Elite Daily, Best Products, Mashed, AskMen, Candy Industry and more.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 195 words used.
The execution of the HI-CHEW Fantasy House and Fantasy Getaway Sweepstakes was the first fully-owned consumer activation of its kind for the brand. This was also the largest individual campaign budget that the brand dedicated to PR-led initiative, so there was both internal and external pressure to ensure a major win.
The Agency jumped on the opportunity to bring a fantastic experience to life. We know that HI-CHEW fans have a strong affinity for the brand, and knew that engaging with them to share why they love the brand would help bring the fantasy aspect to life. We focused on delivering a vibrant, fantasy-like experience that replicated the enjoyment of the new HI-CHEW Fantasy Mix. We were creative and flavor-forward in our approach, ensuring that every touchpoint of the house was perfectly HI-CHEW.
Notably, at the end of 2022, HI-CHEW put all of their marketing partners up for RFP as part of their annual review process. Sharp Think as PR partner was the ONLY incumbent agency to maintain our relationship with the brand - with PR investment increasing year-over-year. The success of this initiative was highly instrumental in solidifying our relationship and retaining the business.
| Attachments/Videos/Links: |
|---|
|
