Hershey’s
Hershey's, renowned for its delectable chocolates, embarked on a mission to promote their Cookies 'N' Creme bars in the Kingdom of Saudi Arabia (KSA) using Snapchat's dynamic platform. With both innovation and creativity, the campaign captured consumer attention in the MENA region.
Hershey's MENA broke new ground as the first consumer packaged goods brand to test Snapchat's native lead-generation tools, orchestrating a comprehensive full-funnel campaign. Central to this initiative: a gamified Augmented Reality lens that invited users into an immersive scavenger hunt. Participants were prompted to explore their surroundings to discover hidden Hershey's Cookies 'N' Creme products, blending the virtual and physical worlds in a delightfully appetizing quest.
Engagement didn't stop at the scavenger hunt. Hershey's aimed to reward enthusiastic participants by retargeting users who interacted with the AR lens. Utilizing Snapchat's native lead-generation ads, those users were encouraged to submit their details for a chance to win a voucher and a Hershey's product hamper. The seamless transition from interaction to incentive exemplified a strategically savvy approach to nurturing consumer relationships.
The campaign's innovative approach yielded impressive metrics:
6% lower CPM: Achieved a cost per thousand impressions (CPM) 6% below the CPG industry benchmark, indicating cost-effective reach.
15% higher CTR: Recorded a click-through rate (CTR) 15% above the CPG industry standard, reflecting heightened user interest and engagement.
21% lower cost per lead: Realized a cost per lead 21% under the KSA lead-generation industry benchmark, showcasing efficient lead acquisition.
Hershey's campaign underscores the potential of combining gamified AR experiences with strategic lead generation to captivate audiences and drive measurable results. Businesses can draw inspiration from this approach by:
Incorporating emerging technologies like AR to create engaging and memorable customer experiences.
Developing full-funnel campaigns that guide users from initial interaction to conversion, ensuring a cohesive customer journey.
Monitoring key performance indicators to assess effectiveness and inform future marketing strategies.
By adopting these tactics, SMBs can craft compelling campaigns that resonate with their target audiences and achieve sweet success in their marketing endeavors.
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