Sweet Success: Inside Hershey’s Influencer-Focused Campaigns

Hershey understands the power of authentic voices and personal stories in today’s digital market, and views influencers as a crucial element of its marketing and communications mix. Join SheSpeaks CEO, Aliza Freud, and Jessica DuQuesne, International Commercial Growth Office Brand Manager, Global Markets, as they share details of a few award-winning social media influencer programs that leveraged micro, mid-tier, and macro influencers and shared their brand values to create content for specific audiences on social media. Examples of successful campaigns include Valentine's Day Pot of Gold, Halloween and the Celebrate SHE campaign focused on limited-edition Hershey’s bars sold at Walmart and emphasized women's contributions with special packaging. Using influencers, including US Olympic Gold Medalist Jordyn Wieber, the campaign generated more than 54 million impressions across Facebook, Instagram, Twitter/X, Pinterest and TikTok. In this fireside chat, you’ll learn details of the behind-the-scenes strategy that propel campaigns like this one to exceed its goals as well as the creative tactics and execution that make Hershey’s influencer programs a success.