In February of 2019, Hershey's charged SheSpeaks with a executing a Valentine's Day campaign designed to drive interest and purchase of Hershey's Lava Cake Kisses and Pot of Gold Chocolate at Walmart. The campaign surpassed goals and delivered sales and a strong ROI. Here's the skinny on the "Sweet" Campaign Results: - 94 MM impressions - 9 MM people reached - 397,243 program engagements - Increase of + 6.0% YoY Sales Growth - 44% growth for Pot of Gold - Lava Kisses #2 New Chocolate item at retailer - Increase in Overall sell through: 89.4% vs LY 88.8% Learn more about this effective influencer marketing campaign in the attached presentation to Association of National Advertiser members.

1. Hershey’s Walmart 2019 Valentine
Influencer Campaign
Missy Tiller
479-601-1262
missy.tiller@shespeaks.com

2. #FallInLava Campaign Overview
To drive sales of HERSHEY® Lava Cake KISSES and HERSHEY® POT OF GOLD
Chocolates at Walmart during the 2019 Valentine’s season.
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3. #FallInLava Influencer Objective
Utilize targeted SheSpeaks’ Influencers to promote purchase of HERSHEY® Lava
Cake KISSES and HERSHEY® POT OF GOLD Chocolates at Walmart through gift
and craft ideas for Galentine’s and Valentine’s Day.
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4. #FallInLava Influencer Targeting
Engage targeted SheSpeaks Influencers who were Female
Walmart shoppers, 25-54 with kids, who love chocolate.
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Jasmine Espinal is a mom to seven and blogs at Stylish
Cravings, where she shares family lifestyle content with
a focus on food. Jasmine content focuses on everyday
family life and her social media following connects her
with other moms and families.
Stephanie Pass is the force behind The
TipToe Fairy — mom, blogger, social media
influencer, crafter, recipe maker, and
photographer.

5. #FallinLava Content Strategy
SheSpeaks created a 360 influencer program
approach across multiple:
- Content types- Blogs, video, static post etc.
- Social Platforms- Instagram, Facebook, Twitter,
Pinterest
- Influencer Size- Celebrity, Mid and Micro
influencers.
Content focused on a gifting and craft ideas for
Valentine’s and Galentine’s Day, featuring
HERSHEY® Lava Cake KISSES and HERSHEY®
POT OF GOLD Chocolates.
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6. #FallInLava Topline Results
• + 6.0% YoY Sales Growth
• 44% growth for Pot of Gold
• Lava Kisses #2 New Chocolate item at
Walmart
• Increase in Overall sell through: 89.4%
vs LY 88.8
The #FallInLava campaign generated:
94 MM impressions
9 MM people reached
397,243 program engagements
108,034 Video Views
Program Exceeded Campaign Goals Hershey Valentine’s 2019 Sales
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7. #FallInLava Tia Mowry Partnership Content
Tia’s Content included an Instagram
Story (2/5) and an Instagram Video
Post (2/6).
https://www.instagram.com/p/BtjgZ5EFrdp/
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6 Million Followers
Tia’s Content:
255,700 Views
• 14,685 Likes
• 158 Comments

8. #FallInLava Blogger Activation + Social Posts
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9. 9
#FallInLava Blogger Activation + Social Posts

10. #FallInLava Pinterest Pins
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11. #FallInLava SheSpeaksTV TableScape Video
TOTAL VIEWS:
50,326
Create a Sweet Valentine’s (or
Galentine’s) Day Tablescape
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12. #FallInLava SheSpeaksTV Crafts Video
TOTAL VIEWS:
36,517
3 Easy Valentine’s Day Crafts
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13. #FallInLava SheSpeaksTV OGP Video
TOTAL VIEWS:
21,191
Sweet & Simple Valentine’s Day Prep
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14. #FallInLava SheSpeaks.com Giveaway
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15. #FallInLava Key Takeaways
What can you do to make the most out of your Influencer Activations?
1. Plan EARLY
2. REVIEW both Influencers and content
3. Utilize SHOPPERS of your Retailer(s)
4. Influencers can be the CONNECTOR
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16. QUESTIONS?