Case Study: Hershey’s Cookies ‘N’ Creme Drives Brand Awareness with TikTok for Business

Driving product awareness and brand love with the help of TikTok creators

Hershey’s Cookies ‘N’ Creme partnered with TikTok for Business to raise mass awareness for its new “More Cookies” messaging. The brand was looking to build a culturally relevant presence on TikTok and connect more deeply with Gen Z audiences, despite not having run any paid campaigns on the platform before.

TikTok for Business solutioned the campaign by partnering Hershey’s Cookies ‘N’ Creme with four creators to produce native, story-driven videos, then amplifying them through auction In-Feed Ads in Canada. The campaign delivered 13 million video views, about a 12-second average watch time per person, a 3.8% lift in Brand Association, a 4.9% lift in Brand Preference, and a 32.8% lift in Ad Recall, showing strong gains in brand love and awareness.

Hershey’s Cookies ‘N’ Creme