Case Study: Hershey’s achieves a 29-point Ad Awareness lift and 1M earned impressions with Snapchat

Hershey’s Achieves +29pts Ad Awareness in Memorable REESE'S Multi-Product Campaign

Hershey’s partnered with Snapchat to strengthen its “Nothing Else is REESE'S” positioning and reach the Snapchat generation—especially Millennials—by building awareness and driving deeper engagement with the brand through memorable, platform-native experiences.

Snapchat and Hershey’s ran an integrated, multi-product campaign focused on Camera marketing (AR Lenses including a National Takeover and contextual Filters), Story Ads with “tap to unwrap” interactions, and premium content placements. The campaign delivered a 29-point lift in ad awareness, over 1 million earned impressions, strong share rates for the National Lens (6.74%) and Filter (9.3%), exceeded category benchmarks, and established an ongoing executional strategy between Hershey’s and Snapchat.

Hershey’s

Mathieu Gamache

Senior Marketing Manager