: Case Study: How Hershey’s Friendship Day campaign garnered a reach of 4 Mn on Instagram #IndiaNEWS #Case Studies Heres a look how Hersheys Campaign engaged its younger target group through an Instagram

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Case Study: How Hershey’s Friendship Day campaign garnered a reach of 4 Mn on Instagram #IndiaNEWS #Case Studies
Heres a look how Hersheys Campaign engaged its younger target group through an Instagram reels activation in an integrated campaign that leveraged influencers while creating an immersive virtual experience of sharing a chocolate bar with a friend.



Designed to promote the sharing of indulgent Hershey’s chocolate bars, Hersheys #MeantToBeShared campaign celebrated the special bond of friendship on social media. We take a detailed look at its execution and results.



Category Introduction



The chocolate category in Urban India is valued at INR 9,107 Crs (MAT Jun’21) as per Nielsen RMS dataMost chocolate brands try to drive differentiation through a distinct emotional proposition, indulgence and by creating higher relevance on topical occasions during the year.



Brand Introduction



The Hershey’s brand believes in making more moments of goodness with its delicious products ranging from Hersheys chocolates, Hershey’s syrup, Hershey’s spreads, Hershey’s milk shake, Hershey’s cocoa powder, Hersheys hot chocolate, Sofit and Jolly Rancher. Launched In India recently, in 2020, Hershey’s bar is a 125-year-old legacy brand worldwide. It’s a premium chocolate brand available in 3 distinct flavors – Creamy Milk, Whole Almonds and Cookies Creme. The brand plays within the premium chocolate category, and is targeted to Urban Indian GenZ & Millennial Consumers. While the current awareness for Hershey’s stands at 90%, the awareness for Bar is at 60%. The brand wants to continue to build awareness, drive recall, and build relevance.



Problem Statement/ Objective



The core objective for the brand was to



Establish the core proposition of “Dip the moment in Hershey’s�. Hershey’s brand has been built around the idea of `Celebrating Togetherness’ – which is about enabling loved ones to bond over happy food moments. Hence, the primary objective was to establish that the indulgent chocolaty, Hershey’s Bar can be relished over sharing.



To be more relevant for the younger TG and establish an appropriate fit for the brand on the occasion of Friendship Day



Challenges



Friendship Day is a growing chocolate category occasion, and has a huge salience within Younger TG that continues to search for ideas to make their BFF feel special on this day. The plans are made much in advance.



On such a competitive topical occasion, being a new entrant & a Digital First brand, Hershey’s Bar wanted to appeal and create a stronger connect with the product for its consumers.



Brief



Leverage Friendship Day to attract Millennials and Gen Z & create a strong brand connection around celebrating & expressing the bonding moments with Hershey’s Chocolate bar.

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