INSIGHT
By mining and analyzing Amazon's Voice of the Customer data, we discovered that customers loved Hershey’s Miniatures and Kisses because they could fit 3 inside a plastic egg. It was clear: they were buying them to hide, not eat.quasi architecto beatae vitae dicta sunt explicabo.
APPROACH
Working backwards from the Amazon customer, we developed a new concept to highlight a beloved Easter tradition that perfectly suited the customer’s need state and the brand: the Easter egg hunt.
SOLUTION
By tactically featuring this unexpected way of enjoying a classic favorite in all-new, cross-screen content, we helped Hershey's substantially increase sales and own the Easter egg hunt year after year.
