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Influencers Help Shoppers Fall in Lava w/ Hershey's Valentine's Day Kisses!

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.

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Influencers Help Shoppers Fall in Lava w/ Hershey's Valentine's Day Kisses!

  1. 1. Hershey’s Walmart 2019 Valentine Influencer Campaign Missy Tiller 479-601-1262 missy.tiller@shespeaks.com
  2. 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. 2
  3. 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. 3
  4. 4. #FallInLava Influencer Targeting Engage targeted SheSpeaks Influencers who were Female Walmart shoppers, 25-54 with kids, who love chocolate. 4 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. 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. 5
  6. 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 6
  7. 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/ 7 6 Million Followers Tia’s Content: 255,700 Views •  14,685 Likes •  158 Comments
  8. 8. #FallInLava Blogger Activation + Social Posts 8
  9. 9. 9 #FallInLava Blogger Activation + Social Posts
  10. 10. #FallInLava Pinterest Pins 10
  11. 11. #FallInLava SheSpeaksTV TableScape Video TOTAL VIEWS: 50,326 Create a Sweet Valentine’s (or Galentine’s) Day Tablescape 11
  12. 12. #FallInLava SheSpeaksTV Crafts Video TOTAL VIEWS: 36,517 3 Easy Valentine’s Day Crafts 12
  13. 13. #FallInLava SheSpeaksTV OGP Video TOTAL VIEWS: 21,191 Sweet & Simple Valentine’s Day Prep 13
  14. 14. #FallInLava SheSpeaks.com Giveaway 14
  15. 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 15
  16. 16. QUESTIONS?

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