When people think of Hershey’s, they usually think of chocolate. This has been something of a problem for the snack company when it comes to one of their latest offerings. Beef jerky. The company started selling jerky under the ‘Krave’ brand, and while the jerky is quite tasty according to most reports, it hasn’t been easy for Hershey’s to push the sales up.
To help address this issue, they partnered up with inMarket’s perceptivity platform. This system allowed Hershey’s to take a multi-faceted approach to getting the attention of consumers, and pushing them toward their jerky in the perfect places.
The ad campaign would start out by running normal ads on desktop and mobile devices to help introduce the brand to consumers. When the system predicted that consumers were going to be making a trip to the grocery store, it would begin triggering mobile ads, which would continue while in the store itself.
They even continued pushing ads after it was believed that the consumer had tossed Krave jerky into their carts to help connect with those consumers more deeply.
The ad campaign was very successful. Brand awareness was at 9.2% prior to the ads running, and went up to 15.8% after. Even more impressive is the fact that planned purchases went up to 26.8%, which is a great number for any type of snack food.
This is a real-life example of just how effective a well-thought out advertising campaign can be. Whether for a major company like Hershey’s, or a smaller marketer, the planning period before running an ad is just as important as the running of the ad itself.
