Mumbai: Hershey India Pvt Ltd., a part of The Hershey Company, a leading global snacking giant and the largest producer of quality chocolates in North America, launched the #MeantToBeShared campaign for Friendship Day. Designed to promote the sharing of indulgent Hershey’s chocolate bars, this quirky campaign celebrates the special bond of friendship on social media staying true to Hershey’s core value of ‘celebrating togetherness’
The campaign was conducted on Hershey’s Instagram handle where a ‘shareable grid’ of a Hershey’s Bar was posted. Consumers were encouraged to share each piece of the virtual Hershey’s Bar with their friends by tagging them. Post receiving a certain number of comments on a post in the grid, a piece of the bar disappeared through the “Archive” feature. The quickest and best stories shared in the comments had the opportunity to win a Hershey’s bar hamper for their friends.
To further amplify the engagement and excitement for the campaign, the brand also collaborated with the next-gen influencer team – Teen Tigada. The trio took over the Hershey India Instagram page and went live with their friendship stories, all while biting into their favorite Hershey’s bars. The campaign reached more than 3.5 million with organic views of 1.5 million on the Instagram reels.
Sharing his insights on the campaign, Ankit Desai, Marketing Director, Hershey India said, “Innovation and enabling loved one’s savor moments of joy, such as celebrating togetherness, has always been at the heart of the Hershey’s brand, and we have showcased that through our digital campaigns as well. With the #MeantToBeShared campaign, we wanted to bring alive the core values of sharing bonding moments, over delicious chocolatey treats, that brand Hershey’s has to offer. It has been a challenging time for everyone, with some significant changes in our daily lives. Despite the difficulties, everyone found their own unique ways to maintain a strong bond of friendship with their near and dear ones. These small moments have helped us emerge stronger. This campaign, and the stories which we shared through this campaign, is to acknowledge and appreciate everyone around us who has helped us in their own ways to bring a ray of hope and positivity in our lives.”