HERSHEY’S Campaign Hits the Sweet Spot with Cord Cutters and Saves $1.5M

CPG - case studies

In partnership with

HERSHEY’S wanted to drive awareness of their #NotSorry REESE'S campaign by targeting a new advanced audience to drive incremental reach while managing ad exposure frequency.

HERSHEY’S agency, M1, in partnership with VideoAmp, helped scale REESE’S efforts across digital with data-driven insights, using historical linear performance and cross-screen measurement to unveil new audience attributes. HERSHEY’S discovered that the most effective way to reach their qualified audience of cord cutters ages 18-34 was to optimize toward OTT and mobile.

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the client/customer. This is all dummy placeholder.

“As a business we’ve been exploring ways of growing household penetration. In order to do so, we need to focus on incremental reach on top of our existing linear buys. In partnering with VideoAmp, we were able to target those who had been exposed to linear TV ads and grow subsequent reach by 6.4%  during this campaign, allowing us to save $1.5M that would have been spent on linear TV to grow the same reach number.”

Vinny Rinaldi, Head of Addressable Media
and Technology at The Hershey Company

“As a business we’ve been exploring waysof growing household penetration. Inorder to do so, we need to focus onincremental reach on top of our existinglinear buys. In partnering with VideoAmp,we were able to target those who hadbeen exposed to linear TV ads and growsubsequent reach by 6.4%  during thiscampaign, allowing us to save $1.5M thatwould have been spent on linear TV togrow the same reach number.”

Vinny Rinaldi, Head of Addressable Media
and Technology at The Hershey Company

Ultimately, the REESE’S campaign was able to maximize incremental reach at a controlled average frequency of 2.3. To achieve equivalent reach on linear TV, however, HERSHEY’S would have had to spend an additional $1.84 million. By partnering with VideoAmp, HERSHEY’S successfully achieved their goals while executing at a fraction of their linear investment.In total, HERSHEY’S was able to save $1.5million on their #NotSorry REESE’S campaign.

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Goals
Reach cord cutters ages 18-34 who have never seen the REESE’S linear TV ad spot.

Gain incremental reach across digital at a controlled frequency of 2.

Receive actionable insights to understand how to find and where to reach their desired audience.

Approach
Measure historical linear performance and discover new audience attributes to identify cord cutters ages 18-34 who never saw aREESE’S linear TV ad spot, and create additional suppression segments for those who had already been exposed.

Activate against the new advanced audience segments across digital, while excluding the suppression segments, to maximize campaign reach and manage frequency at the user level.

Deliver granular, data-driven insights highlighting the allocation of budget across tactics and advanced audiences to scale and diversify the campaign, decreasing cost per reach and increasing on-target incremental reach across screens and devices.


Goals
Reach cord cutters ages 18-34 who have never seen the REESE’S linear TV ad spot.

Gain incremental reach across digital at a controlled frequency of 2.

Receive actionable insights to understand how to find and where to reach their desired audience.

ApproachMeasure historical linear performance and discover new audience attributes to identify cord cutters ages 18-34 who never saw a REESE’S linear TV ad spot, and create additional suppression segments for those who had already been exposed.

Activate against the new advanced audience segments across digital, while excluding the suppression segments, to maximize campaign reach and manage frequency at the user level.

Deliver granular, data-driven insights highlighting the allocation of budget across tactics and advanced audiences to scale and diversify the campaign, decreasing cost per reach and increasing on-target incremental reach across screens and devices.

Results

9M

Incremental Unique Users Reached

31.4%

Video Completion Rate Increase

14.3%

Viewability Rate Increase

Results

$1.5M

Saved Based on Cost Per Reach Calculated with Kantar Linear Costs 

6.4%

Incremental On-Target Digital Reach

6.2%

Decreased Cost Per Reach

Results

$1.5M

Saved Based on Cost Per ReachCalculated with Kantar
Linear Costs

6.4%

Incremental On-Target Digital Reach


6.2%

Decreased Cost Per Reach

“We partnered with VideoAmp to scale our linear TV initiatives with digital and connect with our audience through intentional brand messaging at the right frequency.The data-driven actionable insights we received helped us uncover new audiences and drive incremental reach and savings.”

AJ Kintner, VP,
Media & Publisher Solutions at M1

“We partnered with VideoAmp to scale ourlinear TV initiatives with digital and connectwith our audience through intentionalbrand messaging at the right frequency.The data-driven actionable insights wereceived helped us uncover new audiencesand drive incremental reach and savings.”

AJ Kintner, VP, Media & Publisher Solutions at M1

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