The total number of in-store guests increased by 17% vs the previous year.
Hershey’s Chocolate World Times Square location saw an 82.3% increase in sales for the week of Jan. 31, 2020.
Included in Thrillist, a national food, drink, travel and entertainment publication, which has a reach of 25 million.
Leveraging VIPs was an effective way to help Hershey get its message out on social media about the Melted Hot Chocolate and reach new customers.
A total of 14 VIPs attended the event – 10 influencers and 4 guests.
While this was not a paid activation, the goal was to get influencers posting and talking about the Melted Hot Chocolate to reach additional consumers.
The total number of social media followers from on-site influencers was 346,800.
On-site influencers generated a total of 62 posts, including 31 Instagram Stories, 17 Instagram Photos, 11 Facebook Stories, 2 Live Facebook Videos and 1 Replay Facebook Video. These posts generated an estimated combined total of 2,189,196 potential social impressions and 21,100 video views/engagements.