HERSHEY’S: Say It With A Kiss (2017)
Broadcast & Digital Advertisement
HERSHEY’S: Say It With A Kiss (2016)
Now, this is a story all about how…
The Nobles, The Hoyts, The Del Fornos, and the Ferreiras found another way to celebrate life’s special moments and say I love you beyond words; they “Say It With A Kiss.”
The “Say It With A Kiss” campaign was designed to spotlight authentic, genuine human emotion through real-life stories about love, family, and the little things we do for each other to make life sweet.
The Hoyts
the Ferreiras
The Nobles
The Del Fornos
SOCIAL EDITIONS
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EPILOGUE…
When Everything is said and done
The brand had delivered on all key metrics: favorability, recall, and purchase intent, along with the fact the campaign contributed to a significant increase in overall sales growth vs. the same period the previous year. You really can say a lot with a Kiss.
HERSHEY'S KISSES saw an incredible sales jump from May to August 2016, increasing 7%. And of that growth, our MMM study shows that 6.1% can be attributed entirely to social. The brand's ROI increased by 0.4% due to a reduced TV investment.
Additionally, we were able to reinforce HERSHEY'S KISSES as an iconic symbol of meaningfully showing you care everyday:
- 80% increased Brand Favorability from Facebook, considerably higher than the 32% benchmark across the CPG category
- 11% lift in ad recall from Facebook, which is higher than the CPG benchmark by 38%
- 10% lift in Purchase Intent from Twitter
Finally, we delivered on our objective of growing consumption frequency, with a 5.7% increase in dollar sales vs. the previous year, more than 5x the category growth rate in the same period.
