Reese's
Eager to spotlight its brand during a hugely competitive moment in the candy industry’s commercial calendar, Reese’s harnessed the power of Snapchat during Halloween and launched a multi-format campaign that boosted ad recall and intention to buy.
Spotlighting Reese’s on Snapchat
As Halloween is one of the most competitive moments on the candy calendar, Reese’s set out to break through the seasonal noise, capture the attention of consumers, and make the brand an unmistakable part of the spooky celebration. That’s why it turned to Snapchat.
The Magic of a Multi-Format Strategy
As Halloween approached, Reese’s wanted to be top of mind among a broad audience aged 13 and over. To do that, the brand needed to connect with Snapchatters in a way that felt playful, timely and authentic to the platform.
Reese’s adopted a multi-surface approach over 8.5 weeks, using a combination of Snap Ads, Tiled Story Ads and Sponsored Snaps to bring its Halloween campaign to life across Snapchat.
Snap Ads put Reese’s in Stories and Spotlight, while Tiled Story Ads gave the brand a presence in Discover. Sponsored Snaps brought Reese’s directly into Chat, Snapchat’s most popular tab. Together, the formats let Reese’s reach Snapchatters at scale and reinforce its Halloween message across multiple surfaces.
The creative leaned into Reese’s connection with Halloween. Messaging such as “Three-word horror story: Halloween without Reese’s” and dancing skeletons declaring it “Reese’s season” positioned the brand as a Halloween staple. Meanwhile, bold, consistent creative across each surface tied the campaign together.
Spooky Season Success on Snapchat
Reese’s spirited campaign delivered strong results, showcasing Snap's power and influence as a seasonal partner. The multi-format approach allowed the brand to achieve two distinct goals: scale broadly with a more immersive presence and push playful, product-forward creative that felt native to Snapchat.
By using a multi-format approach, Reese’s was able to create a more cohesive experience across the app and surround its audience with Halloween messaging in a way that felt timely and engaging.
Snapchat’s Brand Lift Study confirmed the activation drove a +12ppt lift in Overall Ad Recall and a +7pt lift in Overall Action Intent 1, showing the activation not only captured attention, but also increased purchase consideration among Snapchatters.
Snapchatters exposed to multiple ad formats saw a +21pt lift in Ad Recall 1, reinforcing the value of showing up across surfaces and demonstrating that repeated exposure through a multi-format campaign can deepen campaign memorability. Talk about a scarily good campaign.
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