Case Study

Hershey's Riang Raya Open House

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

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.


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.

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.