JOLLY RANCHER
Hershey’s Canada set out to make JOLLY RANCHER Gummies a household favorite with a playful, vibrant campaign on Snapchat. Combining engaging creative with a strategic multi-format approach, the campaign captured attention and exceeded expectations, delivering results that sweetened brand metrics across the board.
A thoughtful mix of engaging creative and multi-format strategy on Snapchat was the ultimate recipe for JOLLY RANCHER’s brand impact.
The Recipe for Success: Multi-Product Strategy
The JOLLY RANCHER team utilized a carefully balanced mix of Commercials, Snap Ads, and Augmented Reality (AR) Lenses to maximize its brand impact.
This combination proved effective:
Commercials and Snap Ads boosted overall awareness with their wide reach and succinct storytelling that showcased the vibrant colors and playful characters featured in the campaign.
An AR Lens delivered full-funnel growth, becoming a standout tool for driving both awareness and favorability with an engaging gamified experience.
The campaign shattered Canadian Consumer Packaged Goods (CPG) benchmarks, doubling performance across awareness, favorability, and perceptions. Brand Awareness saw significant lifts, particularly among male audiences. Brand Favorability soared, especially among adults aged 18-44 and female audiences. JOLLY RANCHER Gummies struck a chord with diverse age and gender groups, making its creative execution truly universal.
The standout feature of the campaign’s creative on Snapchat was an AR scavenger hunt that asked Snapchatters to scan their tongue to unleash an Unhinged Kingdom (or Unhingedom) of fun! They were tasked with exploring a new world and finding all the JOLLY RANCHER Gummies hiding within a vibrant and chaotic environment.
The visually stimulating format captivated users, resulting in:
4.77x average lens playtime vs. the Canadian Lens playtime benchmark.
73.5M+ total seconds played including earned media, which is the equivalent of 2.33 years, reflecting the campaign’s widespread appeal and engagement.
The campaign achieved lift across all brand metrics, outpacing Canadian CPG norms by at least 2x. By leveraging Snapchat’s immersive tools and diverse ad formats, the campaign set a new standard for engaging and effective advertising. A thoughtful mix of engaging creative and multi-format strategy is the ultimate recipe for brand impact, as JOLLY RANCHER Gummies’ Snapchat campaign demonstrated with its sweet success.