“Given digital’s ability to be very quick, we decided to leverage Facebook as a platform because it’s a platform where you get that reach that you’re seeking but you can also be hyper targeted at the same time,” said Ari Ben-Canaan, senior manager of global advertising services at Hershey. “TV production lead times are typically very long and involved whereas digital can be a little bit more agile and you don’t have to be so precious about all the editing schedules and the effects. Digital is an ephemeral environment where people are consuming content and moving on so we’re able to produce something that was really quick, high quality [and] built for an environment where we knew viewers were going to consume it and then probably go on to their social feeds.”
Hershey’s then looked at favorability, brand awareness and ad recall with a Nielsen Brand study that included a sample size of roughly 500. According to Facebook, the campaign lifted favorability by 5 points, brand awareness by 11 points and ad recall by 20 points.
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