Case Study: Hershey’s boosts ad recall with Social Native creator content

Hershey’s makes s’more memories with Facebook parent creators

Hershey’s, one of the world’s largest chocolate manufacturers, wanted to reach parents with children ages 6–17 using content that felt relevant, personalized, and educational around making s’mores on the backyard BBQ. The company worked with Social Native and its creator platform to find parents who could create authentic, family-focused content for the campaign.

Social Native recruited parent creators to make s’mores using Hershey’s chocolate, Kraft marshmallows, and Mondelēz graham crackers, generating more than 100 authentic images for Hershey’s Facebook media buy. The campaign delivered a 7% lift in ad recall, a 17% increase versus brand benchmarks, and reached more than 1.8 million people.

Hershey’s