Summary
• Drive consideration of Hershey's Premium range of chocolates on Valentine's Day, leading to offtakes of it's gift packs
Challenge
• Drive relevance of Hershey's Chocolates in Indian consumers' life on a key category Topical occasion (Valentine's Day) and drive meaningful differentiation through it's core proposition of ‘Indulge in Togetherness' Strengthen and sustain the brand's communication on #YourForevers introduced in 2022 that resonated well across audiences, while introducing for the first time, a romance out narrative through their new launch of HERSHEY'S KISSES Hazelnut ‘N' Cookies variant through the #NuttyForYou messaging. • Position the brand at the high moments of all relationships by creating an all-inclusive space for the expression of love of all kinds:- between parents & their child, best friends, neighbors, siblings, and romantic relationships with a tailored narrative to each of the products in the range
Objective
Valentine's Day was traditionally for young couples in love. But the occasion has taken on many forms. Since our consumers are not bound by conventional, restrictive definition of ‘love' or ‘valentine' and would want to acknowledge and express to their loved ones, Hershey's decided to have its portfolio of chocolates be the best way to celebrate all forms of love. Hershey's celebrated the bonds of happiness between relationships that matter, your loved ones that make a difference in your life, ‘Your Constants, Your Forevers' We made Valentine's Day a full Season of Love, celebrating all close relationships with Hershey's Chocolates. We launched a unique way of celebrating the Valentine Day occasion & made it more inclusive by celebrating love across relationships. We launched a campaign based on a unique point of view of celebrating all those people who've made a difference in your life, your constants, YOUR FOREVERS. Thus, the campaign's creative thought was to ask consumers to ‘Celebrate Your Forevers' with Hershey's Chocolates. Amplified the core thought/messaging of celebrating "# YourForevers while ensuring #NuttyForYou does not get diluted for romance, given the different audience cohorts and relationships it targets. Drove the hero idea with the smart use of tech
Strategy
A holistic campaign comprising of print, digital innovation, on-ground impactful presence, integrated content associations and media amplifications. Content: • Pre-buzz created via partnership with ‘Terribly Tiny Tales' for the flagship content series "Butterflies'. Each episode in Season 4 presented a different facet of relationships and amalgamated the special bonding moments with Hershey's chocolate portfolio. Microsite: • microsite developed, featuring India's Biggest Digital Billboard for the celebration. Whilst hosting the organic social chatter on the campaign, the website also enabled people to share their #NuttyForYou Stories with the world. Music: Hershey's partnered with the leading Audio platforms in India to tap into the deep relation music has in celebration of love in all its shades and moods. • Spotify: The brand co-created a quiz basis a user's personal expression of love, which then generated a "Nuttiness Score" . The score then personalized a series of unique playlist for the relationship. • Jio Saavn: A series of custom playlists were created to cherish and celebrate different relationships – Bindass BFFs, Filmy Family, Our Special Moments etc. These were further amplified with un-skippable audio, video and impactful display inventories, reaching the audiences at high frequencies on both platforms. AI Lens (Snapchat): • To further encourage and enable audiences to celebrate their "Forevers", Hershey's co-created a custom AI lens on Snapchat wherein the user could use an array of expressions to emote their feelings of when their loved ones made them smile, laugh, surprise, blush… depicting all possible emotions which make them go completely #NuttyForYou. On-Ground Activation: • On-ground activities were held across Delhi and Mumbai featuring a variety of exciting activities. • User's messages and their live pictures were displayed on these Outdoor Digital Billboards across the activity locations. • Popular influencer Ms. Kamiya Jani from ‘Curly Tales' covered the exciting event in
Data
• Share of Voice – 57% (Dominant in the Premium Chocolate category) • Sales Growth – 106% VS Last Year • Ecommerce Sales growth – ~103% Jump v/s previous month (Nov + Dec). • 18 Mins Average Playtime on Jio Saavn Brand Playlists (9-10 mins Benchmark) • Purchase Intent lift of 16% for Hershey's Exotic Dark
Solution
Results
Overview: • 65.7M IMPRESSIONS (10% Increase from 2022) • ~40.5M REACH • ~6K+ UGC • 5M+ ENGAGEMENT • 24M VIDEO VIEWS • 57% SOV (26% Increase in mentions from 2022) • 73% VTR on META (60% Benchmark) • Butterflies S4: • Performance 4X from last season across metrics • ~17.4M VIEWS (4X Last Season) • ~777K ENGAGEMENT • ~26.2M IMPRESSIONS • ~23.7M REACH Saavn: • Over 182K Total Playtime Across The 4 Brand Playlists • 94.8% LTR (88% Benchmark) • 6.62% CTR (2-3% Benchmark) • 18 Mins Av Playtime (9-10 mins Benchmark) ONGROUND: • 800+ photo Frames Handed out • 500+ people interacted with the selfie slingshot • 2300+ people took photos/interacted with the stall INFLUENCERS: • 225K+ REACH (2X Last Season) • 360K+ ENGAGEMENT • 50% VTR (2X Industry Standards) • 403K VIDEO VIEWS • 22.5% AVG ER (5X Industry Standards PRINT • Delhi/Mumbai Full page jacket reaching out to ~1.5Mn consumers. BUSINESS IMPACT • Sales Growth – 106% VS Last Year • Ecommerce Sales growth – ~103% Jump v/s previous month (Nov + Dec).
