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Sweet Success! How Hersheys ® Cocoa Leveraged Digital to Drive Strong Business Results April 24, 2012.

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Presentation on theme: "Sweet Success! How Hersheys ® Cocoa Leveraged Digital to Drive Strong Business Results April 24, 2012."— Presentation transcript:

1 Sweet Success! How Hersheys ® Cocoa Leveraged Digital to Drive Strong Business Results April 24, 2012

2 2 Multi-Channel Digital Program to Drive Engagement

3 3 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

4 4 Before:After: Redesign of

5 5 Promotion Site Design

6 6 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

7 7 Site Performance Results Total Visits to Hersheyskitchens.com since re-launch = 2,554,008 Nov ,950 Dec ,226 Jan ,171 Feb ,636 average increase in Jan-April of +28.3% vs. November Mar ,185 Apr , % increase in Hersheys ® Cocoa page views during Feb vs. Dec +159% increase in Hersheys ® Cocoa page views during March vs. Dec

8 8 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

9 9 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

10 10 Earned/Shared Digital Media Activation

11 11 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

12 12 Kitchens Facebook presence continues to grow

13 13 Hersheys ® Kitchens YouTube Channel launched 4Q2011

14 14 And the winner is… Iconic Cocoa Recipe Winners Day at Hershey

15 15


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