Hershey's Happygrams
Campaign details
Brand: Hershey'sAgency: MRM/McCANNCategory: Mobile SocialRegion: APAC
Objective
With the high cost of traditional media and steadily declining TV viewership, The Hershey Company needed to develop a more efficient brand building and consumer communication model, with digital/social identified as key to this challenge. To this end, Hershey's set out to pilot a digital campaign in 2015 in the Philippines to replace its traditional TV efforts, with an eye on strengthening customer affinity for the brand, leading to increased purchase in-store.
However, Hershey's did not have any digital presence in the...