Sweet Success! How Hershey

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Sweet Success!How Hersheys Cocoa Leveraged
Digital to Drive Strong Business ResultsApril
24, 2012
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Business Situation

• Cocoa category growth was sluggish
• Sales of Hersheys Cocoa were below category
  growth rate
• Hersheys Cocoa market share was declining
• Competitive landscape was showing increased
  growth, especially in private label
• Business Strategy
• Leverage the iconic nature and heritage of the
  brand and its key role in baking/recipes, while
  also driving brand relevance
• Heritage Marketing Lever Launch limited-edition,
  vintage-style packaging
• Relevance Marketing Lever Activate the brand
  through a multi-channel digital program
• The Hersheys Cocoa Iconic Recipe Promotion
  was created launched in February 2011

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Hersheys Cocoa Iconic Recipe Sweepstakes
Overview

• Program launched February 2011 and ran thru April
  
• Members of the Hersheys Kitchens community were
  invited to vote for one of 15 selected recipes
  they felt was the most iconic Hersheys Cocoa
  recipe
• Over 1.1m nostalgic can labels were distributed
• POS recipe cards, coupon, shelf tags and a PR
  campaign were designed to generate additional
  interest from consumers, bakers, bloggers and
  food writers
• Grand prize winner won a trip to Hershey, PA and
  the Hersheys Kitchens to prepare the winning
  recipe

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Multi-Channel Digital Program to Drive Engagement
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Redesign of HersheysKitchen.com

• Redesign Objectives
• Be a best-in-class home for chocolate recipes
• Ensure HK.com is a trusted partner in chocolate
  recipe occasions
• OWN Chocolate Dessert recipes on the web
• Deepen relationships and engagement w/consumers
• Drive sales
• Increase new visitors
• Increase repeat visitors

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Redesign of www.HersheyKitchens.com
Before
After
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Promotion Site Design
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Site Performance Results

• Site Performance Metrics
• Site visits 20
• Page views 11
• Recipe views 25
• Mobile views 40
• Time on site 5
• Promotion Metrics
• 180,000 visits
• 350,000 page views
• 100,000 entries

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Site Performance Results

• Total Visits to Hersheyskitchens.com since
  re-launch 2,554,008
• Nov 2010 290,950
• Dec 2010 770,226
• Jan 2011 378,171
• Feb 2011 403,636 average increase in
  Jan-April of 28.3 vs. November
• Mar 2011 346,185
• Apr 2011 364,920
• 138 increase in Hersheys Cocoa page views
  during Feb vs. Dec
• 159 increase in Hersheys Cocoa page views
  during March vs. Dec

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Branded Recipe Integration and Banner Campaign

• Hersheys baking brands were integrated into
  recipes on TasteofHome.com
• Hersheys branded products replaced generic
  ingredient keywords in recipes on the site
• Featured Hersheys ingredients included baking
  cocoa and various flavors of baking chips
• Recipes were supported by banner ads as well as
  Sponsored by Hersheys Kitchens logos
• The banner campaign and branded keyword
  integration generated multi-million impressions
  450 above estimated levels

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Hersheys Kitchens Facebook page launched

• Hersheys Kitchens Facebook page was launched in
  October and experienced steady fan growth.
  Hersheys Cocoa and associated recipes were
  regularly posted and generated strong fan
  engagement

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Earned/Shared Digital Media Activation
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Business Results

• The Baking Cocoa Category and household
  penetration went up markedly
• Hersheys Cocoa 2011 Factory Sales exceeded
  expectations at more than 15 growth
• Hersheys Cocoa share growth exceeded category
  growth rates
• Household penetration of Hersheys Cocoa went up
  nearly 10
• YTD velocity increased more than 15 to help
  drive sales growth
• Leading competitors sales, distribution and
  household penetration went down
• Hersheys Cocoa Iconic Recipe Sweepstakes drove
  34M media impressions

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Kitchens Facebook presence continues to grow
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Hersheys Kitchens YouTube Channel launched
4Q2011
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And the winner is
Iconic Cocoa Recipe Winners Day at Hershey
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