Hershey’s

Real Stories Driving Sales and Brand Affinity

In support of an upcoming campaign, Hershey’s was looking for individuals using Chocolate in unique ways to make a difference in their communities. The goal was to find heartwarming real stories, with the brand at their center. VIMBY was tasked with finding five such stories and given 72 hours to turn it around. Our story editors uncovered 8 and pre-production on the initiative was quickly greenlit.

What We Did
  • Campaign Development
  • Casting & Local Story Development
  • Video Production
  • Post Production

 

The goal was to find heartwarming real stories, with the brand at their center. Stories, like those from Bob and Mustafa and Ahmad, were a hit. The brand’s LINK testing – testing the ad’s ability to deliver long-term effectiveness and build brand affinity – showed that these real stories were consistently driving near-term sales lift and a long-term brand power / equity build. Based on the results, Hershey’s returned to VIMBY for a second round of the campaign.

The approach delivered a pipeline of consistent, high-performing creative. Stories like those above – told as longer form digital content and on-air :15s – showcased the product and the enjoyment that comes from sharing Hershey’s together.

Real Stories Driving Sales and Brand Affinity

In support of an upcoming campaign, Hershey was looking for individuals using Chocolate in unique ways to make a difference in their communities. The goal was to find heartwarming real stories, with the brand at their center. VIMBY was tasked with finding five such stories and given 72 hours to turn it around. Our story editors uncovered 8 and pre-production on the initiative was quickly greenlit.

The goal was to find heartwarming real stories, with the brand at their center. Stories, like those from Bob and Mustafa and Ahmad, were a hit. The brand’s LINK testing – testing the ad’s ability to deliver long-term effectiveness and build brand affinity – showed that these real stories were consistently driving near-term sales lift and a long-term brand power / equity build. Based on the results, Hershey’s returned to VIMBY for a second round of the campaign.

The approach delivered a pipeline of consistent, high-performing creative. Stories like those above – told as longer form digital content and on-air :15s – showcased the product and the enjoyment that comes from sharing Hershey’s together.

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