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Hershey's – The sweet taste of success
January 01, 2021
Background
Hershey’s had lofty goals for 2019. The brand wanted to maintain strong sales all year and own two critical seasons for candy: Easter and Halloween.
Goals
- Maintain share of voice
- Maintain sales momentum
- Increase seasonal sales
- Gain new customers
Solution
An integrated marketing plan combining omnichannel Always On and Pulse ad strategies, including early support of Easter as well as Halloween sponsorship, developed by Walmart Media Group in collaboration with Walmart category merchants and Hershey’s.
$45MM
ad-exposed revenue, Easter and Halloween
+62%
vs. average category ROAS, Easter
+51%
new-to-brand Walmart customers, Easter
Summary
In February, Hershey’s launched its Easter campaign on Walmart. The campaign was so successful that Hershey’s increased its Halloween spend to 10 times that of 2018, including investing in the brand’s first homepage takeover, to be Walmart’s first Halloween sponsor. The brand built on that success with a Holiday campaig
| Timing | February - November 2019 |
| Channels | Walmart.com Walmart apps Mobile Across the web (select sites and social media) |
| Tactics | Always On search Omnichannel media plan Seasonal sponsorship with homepage takeover |
Takeaways
- Maintain sales momentum and share of voice year-round with an Always On strategy.
- Work closely with Walmart Media Group to develop Pulse campaigns and ensure your assortment is available at the right time.
