Hershey's Happygrams

This case study describes how The Hershey Company, the largest chocolate bar maker in the United States, replaced its traditional TV efforts with a pilot digital campaign in the Philippines in 2015.

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...

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