HERSHEY. the hershey company

2X lift in engagement and web-driven store sales. sweet!

the BACKGROUND

start the conversation

For Valentine's Day 2016, Hershey's wanted to promote the launch of their exclusive Conversation Kisses. But how could they cut through the candy messaging clutter during the sweetest season of the year?

the goal

make a new connection

To help Hershey's turn guests on to (and drive sales of) the sweet new Target Exclusive Conversation Kisses.

the strategy

kiss and tell

Hershey's partnered with TMN to create a fun, interactive experience that allowed guests to get recipes, upload photos and even send a "virtual Kiss". To make sure the trial message reached the most receptive chocolate lovers, we also took advantage of more than 25 million guests on Cartwheel who were clearly in the Valentine's shopping mindset—and those who'd shopped candy.

KEY SOLUTIONS

product launch

the success

  • 103% (2x) lift

    in web-influenced store sales

  • 2X higher engagement

    than snacks/candy benchmark

the perfect match

A little Kiss went a long way! Across multiple devices and platforms, the TMN and Hershey's partnership provided a 2 times higher engagement than the snacks/candy benchmark, which drove a very yummy 103% lift in web-influenced store sales.

#kissandtell