BRIEF
When Raya came around, Hersheys wanted to excite its customers while celebrating them.
Campaign Objectives include:
- Encouraging consumers to purchase Hershey’s Collectible Pouches
- Induce excitement for brand usage during Ramadan/Raya
- Increase digital engagement
ANALYSIS & CHALLENGES
Hari Raya is a highly saturated season with brands clamouring to make their mark with advertisements and the like. The brand also had relatively low engagement on their socials.
CAMPAIGN / SOLUTION
The focal point of any Raya event is the experience. Making memories next to your favourite celebrity and some merchandise sounds just about right!
We developed an open-house contest concept to drive sales for Hershey’s Collectible Raya Pouches that also acted as competition entries to win access to an exclusive, invitation only event.
Winners enjoyed a fun filled night alongside celebrity hosts, Sherry Alhadad, Fara Fauzana, Wany Hasrita, Naim Daniel and more in games, performances and lots of photo taking sessions.
OUTCOME
A total reach of over 425,000 unique impressions generating an increase in online and in-store purchases and an increase in digital engagement rates.
