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Sweet Success!
How Hershey’s® Cocoa
Leveraged Digital to
Drive Strong Business
ResultsApril 24, 2012
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
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
10
Redesign of HersheysKitchen.com
Redesign 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
13
Site Performance Results
Site 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
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
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
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
Hershey's Kitchens Facebook Fan Growth
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Oct, 10 Nov, 10 Dec, 10 Jan, 11 Feb, 11 Mar, 11 April, 11
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