The Hershey’s Company has an incredible amount of brands to market and advertise for within the company, giving great variety (and sometimes similarity) with the campaigns that they run. The first campaign that I analyzed for this post was a campaign done on Facebook (and Instagram) for the new Reese Snack Mix, called Reese Mix. This new product by The Hershey’s Company is a sweet mix of Reese Peanut Butter Cups minis, Reese’s Pieces candies, along with pretzels and peanuts. As a whole, this using this network for this campaign increased the ad recall by an impressive 28 points. It was also able to increase Reese Mix brand awareness by 11 points, making this a very successful advertising campaign.
One of the main goals of these advertisements was to distinguish the Reese Mix from the familiar Reese Cup chocolate treat as well as launch the new snack mix as a whole. They thought that using Facebook and Instagram would be the best option for this item because these platforms could easily display fun and exciting images of the product. They would be shown in a playful and educational manner to help their specific audience retain the information shown on their screens. Their goal was to really bring the brand to life. The target audience for this campaign were (what a surprise) male and female millennials, or individuals ages 18-34. They partnered with an agency that they’ve used in the past, Anomaly, and with the media buying agency UM. In April 2016, this team ran these advertisements for just one week while utilizing both the Instagram and Facebook platforms.
For my second campaign analysis, I chose the entire Reese brand campaign on Pinterest. Their goal for this specific campaign focused on increasing the purchase intent of their customers. They wanted to do this by creating an active campaign and presence on their Pinterest account. While their broad focus was to debut their brand on Pinterest with the help of promoted and cinematic pins, they had a more specific seasonal goal, differentiating them from the previously described Reese Mix campaign. They wanted to increase product consideration for the football season by placing Reese Cups and other Reese items at the center of game day treats. This let them hone in on, yet again, the millennial audience and intrigue them with their fun football-themed and animated recipe pins.
To determine what would work for Reese on Pinterest, they decided to work with Pinterest’s in-house creative testing studio, Pin Factory. They also pulled from Pinterest best practices by using recognizable but subtle branding, saving recipes with high engagement on their other platforms, and finally using vertical Pins. As a result of this campaign, Reese saw a 90% brand favorability along with a 25% greater likelihood of purchasing a product. Similarly, to the Reese Mix campaign listed above, Reese focused on keeping the brand fun and exciting in an engaging way. They both resulted in an impressive increase of statistics for the company, solely because they knew how to target and advertise successfully on each individual platform, leading to only positives for Reese.