Sweet Success - Hershey's Leverages Multi-Channel Digital Campaigns to Drive Strong Business Results

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  • 1. Sweet Success!How Hershey’s Cocoa ®Leveraged Digital to DriveStrong Business ResultsApril 24, 2012
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  • 7. Business Situation: Cocoa category growth was sluggish Sales of Hershey’s® Cocoa were below category growth rate Hershey’s® Cocoa market share was declining Competitive landscape was showing increased growth, especially in private label Business Strategy: Leverage the iconic nature and heritage of the brand and its key role in baking/recipes, while also driving brand relevance Heritage Marketing Lever: Launch limited-edition, vintage-style packaging Relevance Marketing Lever: Activate the brand through a multi-channel digital program The “Hershey’s® Cocoa Iconic Recipe” Promotion was created & launched in February 2011 7
  • 8. Hershey’s Cocoa Iconic Recipe Sweepstakes Overview ® Program launched February 2011 and ran thru April Members of the Hershey’s® Kitchens community were invited to vote for one of 15 selected recipes they felt was the most iconic Hershey’s® Cocoa recipe Over 1.1m nostalgic can labels were distributed POS recipe cards, coupon, shelf tags and a PR campaign were designed to generate additional interest from consumers, bakers, bloggers and food writers Grand prize winner won a trip to Hershey, PA and the Hershey’s® Kitchens to prepare the winning recipe 8
  • 9. Multi-Channel Digital Program to Drive Engagement 9
  • 10. Redesign of HersheysKitchen.comRedesign Objectives: Be a best-in-class home for chocolate recipes Ensure HK.com is a trusted partner in chocolate recipe occasions OWN Chocolate Dessert recipes on the web Deepen relationships and engagement w/consumers Drive sales Increase new visitors Increase repeat visitors 10
  • 11. Redesign of www.HersheyKitchens.comBefore: After: 11
  • 12. PromotionSite Design 12
  • 13. Site Performance ResultsSite Performance Metrics Site visits +20% Page views +11% Recipe views +25% Mobile views +40% Time on site +5%Promotion Metrics 180,000 visits 350,000 page views 100,000 entries 13
  • 14. Site Performance Results Total Visits to Hersheyskitchens.com since re-launch = 2,554,008 Nov 2010 290,950 Dec 2010 770,226 Jan 2011 378,171 Feb 2011 403,636 average increase in Jan-April of +28.3% vs. November Mar 2011 346,185 Apr 2011 364,920 +138% increase in Hershey’s® Cocoa page views during Feb vs. Dec +159% increase in Hershey’s® Cocoa page views during March vs. Dec 14
  • 15. Branded Recipe Integration and Banner Campaign Hershey’s® baking brands were integrated into recipes on TasteofHome.com Hershey’s® branded products replaced generic ingredient keywords in recipes on the site Featured Hershey’s® ingredients included baking cocoa and various flavors of baking chips Recipes were supported by banner ads as well as “Sponsored by Hershey’s® Kitchens” logos The banner campaign and branded keyword integration generated multi-million impressions +450% above estimated levels 15
  • 16. Hershey’s Kitchens Facebook page launched Hershey’s® Kitchens Facebook page was launched in October and experienced steady fan growth. Hershey’s® Cocoa and associated recipes were regularly posted and generated strong fan engagement Hersheys Kitchens Facebook Fan Growth 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 - Oct, 10 Nov, 10 Dec, 10 Jan, 11 Feb, 11 Mar, 11 April, 11 16
  • 17. Earned/Shared Digital Media Activation 17
  • 18. Business Results The Baking Cocoa Category and household penetration went up markedly Hershey’s® Cocoa 2011 Factory Sales exceeded expectations at more than +15% growth Hershey’s® Cocoa share growth exceeded category growth rates Household penetration of Hershey’s® Cocoa went up nearly 10% YTD velocity increased more than +15% to help drive sales growth Leading competitor’s sales, distribution and household penetration went down Hershey’s® Cocoa Iconic Recipe Sweepstakes drove 34M media impressions 18
  • 19. Kitchens Facebook presence continues to grow 19
  • 20. Hershey’s Kitchens YouTube Channel launched 4Q2011 ® 20
  • 21. And the winner is… Iconic CocoaRecipe Winner’s“Day at Hershey” 21
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