Hershey's Valentine's Day campaign touches over 12 million users on Instagram

The campaign garnered over 17 million impressions

MUMBAI: This Valentine’s Day Hershey’s chocolates decided to give a twist to the conventional way of expressing love by offering GEN Z the means to express their bond on their favourite go-to social media destination, Instagram. It launched the quirky campaign ‘That’s What We Said’ in the first week of February in partnership with WATConsult, the hybrid digital agency owned by Dentsu Aegis Network (DAN) India.

Conceptualised and executed by WATConsult, the campaign made couples ask fun and interesting questions about each other and their respective relationships. The cinch here was that the answers had to match, and if they did, the couples scored a point. 

In an innovative twist, the campaign utilised the existing Instagram feature, ‘pull and zoom’. Each partner was asked to place his or her fingers on the image and zoom in to read the question and answer accurately. Once the couples got their score, they could share them along with their experience and flaunt their compatibility on their own Insta stories.

Sharing his views on the campaign, Hershey India marketing director Sarosh Shetty said, “Instagram is integral to Gen Z’s life where they express and celebrate all their relationships. Hence, Hershey’s launched this Insta-first digital campaign to bring their loved ones together and strengthen their bond through a fun and quirky game - ‘That’s What We Said’, this Valentine’s Day. We are happy that we were able to grab the attention and garner such a huge organic engagement with our audiences through this campaign.”

WATConsult CEO Heeru Dingra said, “The acceptance of Instagram amongst millennials is huge and we wanted to optimise this knowledge in an innovative way rather than through the traditional portrayal of Valentine’s Day. Leveraging the ‘pull and zoom’ feature of Instagram, we made the couples have some fun and build a stronger bond. The campaign has created a fantastic buzz since its launch.

‘That’s What We Said’ has already marked over 17 million impressions, with a reach of over 12 million on Instagram. Since the game was played on Hershey's India Instagram page, Hershey’s also witnessed a massive surge in profile visits amounting to 42,000 and over 900 mentions of the brand; and the numbers only seem to continue to grow every minute.

Latest Reads
Ogilvy’s homemade experiment during lockdown

NEW DELHI/MUMBAI: The ongoing 21-day lockdown in the wake of n-COVID19 in the country has posed unprecedented challenges for the ad world. With entire companies forced to work from home and shoots halted, it has become quite difficult to conceive new video campaigns, at a time when content...

MAM Media and Advertising Ad Campaigns
Havas Group India appoints Neeraj Bassi as chief strategy officer

MUMBAI: Havas Group India has further strengthened its leadership team with the appointment of Neeraj Bassi as the chief strategy officer, effective immediately. This is in sync with Havas Group’s aggressive growth strategy and its mission to create meaningful work for its clients. In his new role...

MAM Marketing MAM
Viviana Mall live streams music performance

MUMBAI: Unable to attend a band or a concert this Saturday? Not an issue. Viviana Mall has brought live music performance to your smartphone. On Saturday, Viviana Mall live-streamed music performance on Instagram. The music activity was part of the ‘V4Music’ banner that it organises every Saturday...

MAM Marketing MAM
In a bid to help the underprivileged & frontline workers, GOQii launches ‘Health Quiz Karona’

MUMBAI: The nation is facing unprecedented challenges and in times of such adversity, is when we need to unite and fight the battle against the novel Coronavirus. While we sit in the comfort of our homes, it is the frontline workers who step out every day so that they can safeguard and help us come...

MAM Marketing MAM
On the eve of World's Health Day, IPRS CreativeShala to host a LIVE session on Coping with anxiety and creative block!

MUMBAI: Music is a stress buster but very few are aware of the challenges faced by the artists in creating their masterpieces.  Research suggest that people working in the creative industries are three times more likely to suffer from mental health problems than any common man.

MAM Marketing MAM
Use 21-day lockdown to quit smoking, says Nicotex

MUMBAI: Nicotex, the leading brand in the smoking cessation category by Cipla Health Ltd has introduced a ‘21 Days to Quit Smoking Challenge’ exhorting smokers to quit smoking. As the nation entered a 21-day lockdown due to COVID-19 and is practicing social distancing, Nicotex also urged...

MAM Marketing Brands
Panasonic India's digital campaign crosses 100 million views on YouTube

MUMBAI: Panasonic India’s latest digital campaign for its newly launched IoT (Internet of Things) and AI (Artificial Intelligence)-enabled platform, 'Miraie for Connected Living’, has garnered more than 100 million views on YouTube. The campaign was planned and executed digitally by WATConsult, the...

MAM Marketing MAM
Crowdfunding platform Milaap launches campaign to fight Covid-19

MUMBAI: Covid-19, the disease caused by the novel coronavirus, has infected more than 4.9 lakh people worldwide.

MAM Marketing MAM and Fevicreate launch #IndiaCraftingMemories initiative

MUMBAI: has rolled out a joint initiative #IndiaCraftingMemories in association with Fevicreate, a platform by Pidilite Industries Limited, that encourages creativity and makes learning fun through arts and crafts, and DIY activities. The 21-day campaign from Momspresso and the...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required