The marketing executives at Hershey’s Brazil operations came up with a new way to target Brazilian youth. Since teens love the Internet so much, Hershey’s created the “Eaternet”, a website that they could eat, literally. All that Brazilians had to do was buy a Hershey’s product and register to win online. The winners would then get a 1.5 kg piece of Hershey's chocolate delivered right to their doors. Each of the 1,200 chocolate pieces were drawn, rendered, sculpted, manually filled with chocolate, and then packed for delivery. This was a hit throughout Brazil. Winners would spread their pictures and videos across social media to show their friends their prizes. Popular YouTubers were also in on the campaign to spread awareness by using the hashtag “#Eaternet”. This campaign was a huge success. At the end of it, Hershey’s Brazil had a 20% increase in sales, 120k additional subscribers, 250k registered products, 1.7 million social engagements, 20 million people reached, 80 million impacts, and 2 tons of Hershey chocolate delivered.
With so much success, I think it would be smart for Hershey's to do a similar campaign here in the United States. Do you think it would be as successful?
No comments:
Post a Comment