The case study explores how Hershey’s created an interactive brand awareness campaign using social media platforms.
In urban India, the chocolate category is estimated to be about 1.4 billion USD and is increasing annually at the rate of 10 percent. The chocolate category is increasing day by day with the demand of consumers to experience unique flavours with different taste, texture and exotic ingredients and can pay premium for such experience.
‘That’s What She Said’ is one of the best popular slang for Valentine’s Day. Hershey introduced a popular play on that slang and named it as ‘That’s What We Said’ and introduced an Instagram enabled quiz where couples get to know each other in a quirky way. Couples were asked each other a set of 9 fun questions to discover something new and exciting about their relationship. The brand awareness campaign
An Instagram enabled quiz where couples get to know each other in a quirky way. The brand introduced ‘That’s What We Said’, a play on the popular slang ‘That’s What She Said’ for Valentine’s Day. Couples asked each other a set of 9 fun questions to discover something new and exciting about their relationship. The game was played on Instagram grid using ‘Pull and Zoom’ feature.
Hershey’s had dual objectives to enter into highly competitive Indian market
Valentine’s Day is one of the important topical occasion where chocolate industry competes for higher consumer’s attention. On such competitive chocolate industry, Hershey’s Bar wanted to appeal and create a stronger connection with the product for the new and younger audiences.
Leverage Valentine’s Day/Week to attract new generation audiences and create strong brand connect around celebrating and expressing the bonding moments with Hershey’s Chocolate bar.