Hershey's

Hershey's boosts consideration by working with creators through YouTube BrandConnect.

551%

increase in search

22%

increase in purchase intent

Challenge

How do you stand out during the festive season when the market is saturated with sweet treats? For the launch of its limited-edition KISSES Hot Cocoa, Hershey's aligned the product with YouTube influencers who had already built up credibility and loyal followings.

Goals: Awareness, action

Approach

To find the right influencers, Hershey's partnered with YouTube BrandConnect, the Google in-house branded content platform. Together, they made creator-driven branded content and paid ad cutdowns featuring top YouTube bakers like Rosanna Pansino, The Icing Artist and Honeysuckle.

Products used

YouTube BrandConnect

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Offer available to customers with a billing address in the United States only. One promotional code per advertiser.
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