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.