How The Hershey Company reached incremental audiences with Streaming TV ads
The Hershey Company was founded 125 years ago by Milton Hershey, who believed in the power of human connection. And while much has changed since the days of Milton Hershey, one thing has not: the brand’s focus on connecting with customers.
For years, one of the primary methods The Hershey Company used to communicate its message was linear TV. But as viewing consumption began to fragment, the brand realized it was no longer able to reach its audience with linear TV alone. It needed to find a new way to communicate its brand story to these hard-to-reach audiences during key seasonal moments.
– Charlie Chappell, Head of Integrated Media and Communications Planning, The Hershey CompanyThe challenge for us in the current media landscape ... is how to extend our reach of our linear TV.
The Hershey Company began working with Amazon Streaming TV, sometimes known as over-the-top (OTT) video, and found it could drive awareness for its brand at scale while still engaging relevant audiences based on Amazon’s first-party insights. And with access to exclusive ad inventory, like IMDb TV, it was able to extend the reach of its linear TV campaign to an audience that would have been missed with linear TV alone.
– Charlie Chappell, Head of Integrated Media and Communications Planning, The Hershey CompanyWith Amazon [Streaming TV ads] we’re actually able to [reach] an incremental audience that we can’t get with just linear television.
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