How The Hershey Company reached incremental audiences with OTT

FEBRUARY 6, 2020

By Kat Vasilopoulos
Sr. Product Marketing Manager

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.

The challenge for us in the current media landscape ... is how to extend our reach of our linear TV.– Charlie Chappell, Head of Integrated Media and Communications Planning, The Hershey Company

The Hershey Company began working with Amazon Advertising, and through over-the-top (OTT) video, 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.

With Amazon OTT we’re actually able to [reach] an incremental audience that we can’t get with just linear television.– Charlie Chappell, Head of Integrated Media and Communications Planning, The Hershey Company

Watch the video below to hear more about how The Hershey Company is using OTT to engage an incremental audience and tell its brand story.

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