Hershey's Cocoa launched a multi-channel digital marketing campaign to address declining market share. This included redesigning its website to focus on recipes, a sweepstakes promoting iconic recipes, banner ads on other sites, and growing its social media presence. The campaign drove strong engagement and sales results, with Hershey's Cocoa exceeding 15% sales growth and gaining market share over competitors.

1. Sweet Success!
How Hershey’s Cocoa
®
Leveraged Digital to Drive
Strong Business Results
April 24, 2012

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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
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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
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9. Multi-Channel Digital Program to Drive Engagement
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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
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11. Redesign of www.HersheyKitchens.com
Before: After:
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12. Promotion
Site Design
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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
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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
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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
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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
10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
-
Oct, 10 Nov, 10 Dec, 10 Jan, 11 Feb, 11 Mar, 11 April, 11
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17. Earned/Shared Digital Media Activation
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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
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19. Kitchens Facebook presence continues to grow
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20. Hershey’s Kitchens YouTube Channel launched 4Q2011
®
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21. And the winner is…
Iconic Cocoa
Recipe Winner’s
“Day at Hershey”
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