Case Study: Reese’s achieves 25% lift in purchase intent and stronger brand favorability with Pinterest

REESE’S - Customer Case Study

Reese’s, the Hershey-owned brand famous for Peanut Butter Cups and a broad seasonal and snack portfolio, debuted on Pinterest to boost purchase intent and product consideration—especially among millennials—during football season by positioning Reese’s products as game-day snack ingredients.

They launched Promoted Pins and eye-catching Cinematic Pins (with support from Pinterest’s Pin Factory), applied platform best practices, and measured impact with a Millward Brown Brand Lift study. The campaign drove strong results: close to 90% of the target audience responded favorably, Cinematic Pins lifted short-term purchase intent by 25%, and Promoted Pins increased brand affinity (including an 11% rise in people saying “Reese’s is fun to eat”).

REESE’S

TJ Garner

Senior Associate Brand Manager