Hershey's

Achieving Hershey’s Holiday Aims

Hershey Canada approached the holiday season with three clear aims for its brand Reese’s. The candy company wanted to drive awareness, favorability, and action intent among Snapchatters aged 18 and over. Snapchat knew exactly how to make that happen for the heritage brand.

Multi-Format for Maximum Impact

To achieve these aims, Hershey Canada activated a multi-format 11-week campaign combining Snap Ads, Commercials, an AR Lens, and high-impact Takeovers.

Using Snap Ads and Commercials, the brand showcased a range of Reese’s seasonal products, alongside its holiday messaging. Then, by leveraging high-impact Takeovers, these ads appeared in the first ad spot a Snapchatter sees, maximizing visibility among the brand’s target demographic.

Then, Hershey gamified its offering through AR. Its Lens invited Snapchatters to fill Christmas stockings with Reese’s candy canes by tilting their head at the right time, effectively strengthening the audience’s engagement with the campaign.

Success from Ad Recall to Action Intent 

Hershey’s Snapchat campaign reached over 3.3M Snapchatters, proving the power of a multi-format approach. The brand celebrated significant success, with the campaign boosting Ad Recall by 10 points, Brand Recall by six points and Action Intent by four points ¹.