Reese’s Marketing Strategy 2024: A Case Study

In 2024, Hershey’s implemented an innovative marketing strategy for Reese’s Peanut Butter Cups, aiming to drive brand promotion and engage consumers through an impactful advertising campaign.

Hershey’s recognized the power of social listening and consumer research in shaping their marketing approach. The campaign revolved around a captivating debate: should the candy wrapper come off clean, or leave a tempting smudge of chocolate behind? This insight became the foundation for their strategic marketing decisions.

The centerpiece of the campaign was the launch on TikTok, the popular social media platform. Hershey’s collaborated with influential creators such as @kallmekris and @yoleendadong to take advantage of their massive reach and engage directly with the target audience.

One of the campaign’s standout features was the introduction of voting stickers, a first-to-market product innovation that encouraged audience participation and boosted engagement and view rates. This interactive element proved highly effective in capturing attention and generating buzz around Reese’s Peanut Butter Cups.

Key Takeaways:

  • By leveraging social listening and consumer research, Hershey’s identified a unique insight to shape their marketing campaign.
  • The partnership with influential creators on TikTok helped Hershey’s reach a wider audience and generate organic views and engagement.
  • The introduction of voting stickers as an interactive element drove stronger engagement and view rates.
  • Hershey’s strategic use of targeted advertising on TikTok maximized reach and impressions within their desired demographic.
  • The campaign’s success underscored the effectiveness of Hershey’s digital marketing strategy in driving brand engagement and recall.

Influencer Partnerships and Creative Spin

Hershey’s partnered with viral creators on TikTok to amplify their digital marketing strategy and drive engagement for Reese’s Peanut Butter Cups. The selected influencers, including @newt, @aileenchristine, and @caleontwins, were carefully chosen based on their alignment with the brand’s vision and objectives. These creators brought their unique creative spin to the ongoing debate of the clean versus sticky cup, injecting their own personality and style into the campaign.

By collaborating with these popular influencers, Hershey’s was able to effectively communicate their brand messaging to a wider audience, tapping into the vast reach and influence of these creators. The creative spin provided by each influencer added a fresh and engaging element to the campaign, capturing the attention and interest of viewers. This approach fostered a sense of authenticity and relatability, resonating with the target audience and driving organic views and engagement.

The partnership with influencers played a crucial role in Hershey’s social media strategy for Reese’s, as it enabled the brand to leverage the creative talents and expansive reach of these creators. The campaign’s success in generating organic engagement and views can be attributed to the powerful combination of influencer partnerships and a strategic creative spin on the clean versus sticky cup debate.

By incorporating influencer partnerships into their digital marketing strategy, Hershey’s strengthened their brand presence on TikTok and effectively connected with their target audience. The unique and engaging content created by the influencers further enhanced Reese’s reputation and positioned the brand as a trendsetter in the confectionery industry.

Case Study: Influencer Partnerships

Let’s take a closer look at the impact of influencer partnerships on Reese’s digital marketing strategy.

Key Metrics Influencer Partnership Campaign Non-Influencer Partnership Campaign
Reach 10 million impressions 5 million impressions
Engagement 50,000 likes, comments, and shares 20,000 likes, comments, and shares
View Rates 12% higher N/A

The influencer partnership campaign, as showcased in the table above, outperformed the non-influencer partnership campaign across key metrics. The reach was doubled, engaging twice as many people, and the view rates were significantly higher.

These results highlight the effectiveness of influencer partnerships in boosting brand exposure, driving engagement, and increasing view rates. By leveraging the influence and creativity of popular TikTok creators, Hershey’s successfully amplified their digital marketing efforts and positioned Reese’s as a beloved and engaging brand.

Innovative Features and Engagement Boosters

As part of Reese’s marketing strategy on TikTok, Hershey’s introduced innovative features that aimed to boost engagement and create a more interactive experience for the audience. One of the key features implemented was the use of voting stickers, which allowed users to actively engage in the ongoing debate of Team Sticky Cup versus Team Clean Cup.

By incorporating these interactive elements, Hershey’s provided the audience with a platform to express their preferences and join the conversation surrounding Reese’s Peanut Butter Cups. This not only increased user engagement but also enhanced brand awareness and affinity among the fans of the chocolate brand.

The voting stickers, being a first-to-market innovation, showcased Hershey’s commitment to staying ahead of the curve and utilizing digital marketing strategies to engage their target audience. By leveraging the native and immersive nature of TikTok’s interactive features, Reese’s was able to create a unique brand experience that resonated with their digitally-savvy audience.

User-Driven Conversations and Brand Affinity

Through the implementation of voting stickers, Reese’s encouraged users to actively participate in the ongoing debate, thereby fostering a sense of community and brand affinity. By allowing users to align themselves with either Team Sticky Cup or Team Clean Cup, the campaign sparked passionate conversations and discussions among Reese’s fans.

This user-driven approach resonated with the target audience, creating a deeper connection and sense of ownership towards the brand. Users felt empowered to express their opinions and engage with Reese’s, resulting in increased brand loyalty and a positive brand perception.

Moreover, the campaign’s interactive nature helped drive stronger engagement and view rates. The audience’s active involvement in the debate, along with the opportunity to share their preferences with others, kept users engaged for longer periods and increased the likelihood of sharing the content within their social circles.

An Immersive and Memorable Campaign

Hershey’s innovative use of voting stickers on TikTok provided a unique and immersive experience for the audience, making the campaign memorable and shareable. Users were not only passive observers but active participants in the ongoing debate, resulting in a more meaningful connection with the brand.

This immersive campaign strategy was tailored to resonate with Reese’s target audience, predominantly consisting of young adults and Gen Z consumers who are highly active on social media platforms. By incorporating interactive elements into their digital marketing approach, Hershey’s effectively captured the attention and interest of this tech-savvy and socially engaged demographic.

The image above showcases the vibrant and engaging nature of Reese’s digital marketing campaign on TikTok. With the use of voting stickers, Reese’s successfully encouraged their target audience to actively engage and express their preferences for the sticky or clean cup debate.

Amplifying Reach and Impressions

To maximize the reach and impressions of the Reese’s TikTok campaign, Hershey’s implemented a targeted advertising approach. They focused on their desired demographic – Canadians aged 18-34 – and leveraged Auction In-Feed Video Spark Ads on TikTok. This strategic decision allowed Hershey’s to effectively reach their target audience and ensure that the campaign was seen by a large number of people.

The effectiveness of this targeted approach was evident in the campaign’s impressive performance. Over the course of the flight, the Reese’s campaign achieved an astounding 24 million impressions served. This staggering number highlights the impact and success of Hershey’s digital marketing efforts in reaching a wide audience and generating significant brand visibility.

By tailoring their advertising to Canadians aged 18-34 through Auction In-Feed Video Spark Ads on TikTok, Hershey’s was able to connect with their target audience on a platform known for its popularity among younger demographics. This targeted approach ensured that the campaign resonated with the intended target market and maximized the campaign’s overall reach and impressions.

Brand Engagement and Ad Performance

The Sticky versus Clean Cup campaign solidified Hershey’s belief that TikTok is an ideal platform for reaching a hyper-engaged audience and driving brand engagement. By working closely with creators and leveraging first-to-market features like voting stickers, Hershey’s was able to create a highly memorable and engaging campaign that cut through the clutter and resonated with the target audience. The campaign resulted in a 31.5% lift in ad recall, indicating that it successfully captured the attention and interest of viewers.

To achieve brand engagement and optimal performance, Hershey’s partnered with influential TikTok creators, carefully selecting those who aligned with the brand’s vision and objectives. These creators added their creative spin to the debate of the clean versus sticky cup, delivering content that not only entertained but also sparked significant engagement from the audience.

The innovative use of voting stickers proved to be a game-changer in driving brand engagement on TikTok. The interactive features allowed the audience to actively participate in the debate and express their preference for either Team Sticky Cup or Team Clean Cup. This level of interactivity created a sense of ownership and connection, leading to increased engagement and view rates.

With the successful execution of the campaign, Hershey’s demonstrated its marketing prowess and understanding of the TikTok platform’s potential for brand promotion. By prioritizing creativity, interactivity, and close collaboration with creators, Hershey’s effectively positioned Reese’s Peanut Butter Cups as a beloved brand in the minds of consumers.

Image: Reese’s TikTok Campaign

Key Metrics Campaign Results
Impressions Served 24 million
Ad Recall Lift 31.5%

Hershey’s Digital Marketing Strategy

Hershey’s understands the significance of digital media in the contemporary advertising landscape and has made substantial investments in this area. The company effectively utilizes social media platforms and its website to actively engage with customers and provide them with valuable information about their products. By implementing a robust digital marketing strategy, Hershey’s aims to create compelling content, showcase new product launches, and leverage influencers to establish brand awareness and foster customer loyalty.

Campaign Highlights

  • Engaging Content: Hershey’s develops captivating content that resonates with its target audience and effectively communicates the brand’s unique selling propositions. Through visually stunning imagery, creative storytelling, and interactive elements, the company ensures that its digital campaigns capture the attention and interest of customers.
  • Product Showcasing: Hershey’s leverages digital platforms to showcase new product launches and innovations. By highlighting the features and benefits of their offerings through engaging visuals and informative descriptions, the company successfully generates excitement and drives customer interest.
  • Influencer Partnerships: Recognizing the influence of social media influencers, Hershey’s collaborates with popular creators to amplify its brand messaging. These partnerships enable the company to reach a wider audience, enhance brand credibility, and tap into the followership and engagement of influential personalities.
  • Customer Engagement: Hershey’s prioritizes customer engagement by leveraging digital channels to foster meaningful interactions with its audience. Whether through contests, surveys, or customer feedback initiatives, the company actively seeks to involve customers in shaping its brand narrative and product development.

Measuring Success

To assess the effectiveness of its digital marketing efforts, Hershey’s utilizes various metrics such as engagement rates, click-throughs, conversion rates, and customer feedback. By closely monitoring these indicators, the company can optimize its strategies, refine content, and allocate resources where they yield the highest return on investment.

KPI Measurement
Engagement Rate The percentage of users who actively interact with Hershey’s digital content, such as likes, comments, and shares.
Click-Through Rate (CTR) The percentage of users who click on Hershey’s digital ads or call-to-action buttons, indicating an interest in learning more or making a purchase.
Conversion Rate The percentage of users who take a desired action, such as making a purchase, signing up for a newsletter, or downloading an app, after engaging with Hershey’s digital assets.
Customer Feedback The qualitative data gathered from customer surveys, reviews, and social media interactions that provide insights into customer satisfaction and preferences.

By using these metrics as benchmarks, Hershey’s can continually optimize its digital marketing strategies, adapt to changing market dynamics, and maintain a competitive edge in the confectionery industry.

Brand Positioning and Differentiation

Hershey’s brand positioning strategy focuses on building brand equity, awareness, and reliability. Through its core brands like Reese’s, Kit Kat, and Hershey Bar, Hershey’s has established itself as a trusted and high-quality confectionery company. The success of Reese’s Peanut Butter Cups exemplifies Hershey’s effective use of branding techniques to differentiate itself from competitors and establish a strong market presence.

Hershey’s commitment to product originality sets it apart in the confectionery market. Reese’s Peanut Butter Cups, for example, introduced a unique combination of flavors that quickly became a beloved treat. This innovative approach to product development ensures that Hershey’s remains at the forefront of consumer preferences and maintains its competitive edge.

In addition to product originality, Hershey’s also focuses on unique packaging to enhance brand recognition. The iconic orange and brown color scheme of Reese’s packaging is instantly recognizable and reinforces the brand’s identity. By prioritizing thoughtful and distinctive packaging, Hershey’s effectively captures consumer attention and differentiates itself on store shelves.

Furthermore, Hershey’s unwavering commitment to using high-quality ingredients reinforces its brand positioning. Reese’s Peanut Butter Cups, for example, are made with real peanut butter and premium chocolate, ensuring a delicious and satisfying treat. By prioritizing quality, Hershey’s demonstrates its dedication to providing consumers with exceptional products and strengthens its reputation for excellence.

Overall, Hershey’s branding techniques play a pivotal role in positioning the company as a leader in the confectionery industry. By prioritizing product originality, unique packaging, and high-quality ingredients, Hershey’s sets itself apart from competitors and maintains a competitive edge. The success of Reese’s Peanut Butter Cups serves as a testament to Hershey’s branding strategies and its ability to resonate with consumers on a profound level.

Brand Positioning Techniques Impact on Differentiation
Product Originality Establishes Hershey’s as an innovative brand with unique offerings.
Distinctive Packaging Enhances brand recognition and sets Hershey’s apart on store shelves.
High-Quality Ingredients Builds trust and reinforces Hershey’s commitment to excellence.

Market Segmentation and Micro-Marketing

Hershey’s understands the significance of catering to specific customer segments in its marketing efforts as part of the Reese’s Marketing Strategy. By employing a market segmentation strategy, the company can identify the unique demands and preferences of different customer groups. This allows Hershey’s to create targeted campaigns and develop customized products that resonate with each segment’s needs and desires.

To engage customers on a personal level and drive brand loyalty, Hershey’s utilizes micro-marketing techniques. These techniques enable the company to create highly tailored initiatives that align with the interests and preferences of specific customer segments. By delivering relevant and personalized messages, Hershey’s can enhance the overall customer experience and strengthen the emotional connection between the brand and its target audience.

The Benefits of Market Segmentation and Micro-Marketing

  • Improved Customer Understanding: Market segmentation enables Hershey’s to gain in-depth insights into the distinct characteristics and behaviors of different customer segments. This understanding allows the company to develop marketing strategies that effectively address each segment’s unique needs.
  • Enhanced Relevance and Personalization: Micro-marketing techniques empower Hershey’s to deliver targeted messages and offers directly to specific customer segments. By tailoring marketing communications to address individual preferences and interests, Hershey’s can enhance the relevance and personalization of its marketing efforts.
  • Increased Engagement and Conversion Rates: Through market segmentation and micro-marketing, Hershey’s can create highly targeted campaigns that resonate with customers on a personal level. This approach increases the likelihood of customer engagement and conversion, as individuals feel a stronger connection to the brand and its offerings.
  • Maximized Return on Investment (ROI): By focusing marketing efforts on the most relevant customer segments, Hershey’s can optimize its marketing budget and resources. Targeting specific segments with personalized campaigns improves the efficiency and effectiveness of marketing initiatives, resulting in a higher ROI.

The Role of Data in Market Segmentation and Micro-Marketing

Market segmentation and micro-marketing heavily rely on data analysis and customer insights. Hershey’s utilizes various data sources such as customer surveys, purchasing behavior data, and demographic information to identify and understand key customer segments. The company employs advanced analytics tools and techniques to segment customers based on factors such as age, gender, geographical location, and buying behavior.

This data-driven approach enables Hershey’s to design and execute marketing strategies that target each segment effectively. By leveraging the insights gained from data analysis, Hershey’s can create compelling and relevant marketing content that resonates with specific customer groups. The company continually monitors and analyzes the performance of its micro-marketing initiatives to refine and optimize its strategies based on real-time data.

Example of Market Segmentation and Micro-Marketing

Customer Segment Marketing Strategy
Health-conscious consumers Develop and promote low-sugar and gluten-free Reese’s Peanut Butter Cups
Young adults Launch a social media campaign targeting this demographic, leveraging popular platforms like Instagram and Snapchat
Families with children Create family-friendly advertisements featuring Reese’s products as a fun and delicious snack option


Hershey’s innovative and engaging marketing strategy for Reese’s Peanut Butter Cups on TikTok has proven to be immensely successful. By leveraging partnerships with popular creators, incorporating interactive features like voting stickers, and deploying targeted advertising, Hershey’s has effectively positioned Reese’s as a beloved and engaging brand. The campaign’s impact is evident through the high ad recall and brand engagement rates it has achieved.

Through its commitment to digital marketing, brand positioning, and market segmentation, Hershey’s has differentiated itself in the confectionery industry and maintained a competitive edge. By utilizing platforms like TikTok, Hershey’s has successfully reached and engaged its target audience, allowing Reese’s to become a highly memorable and resonant brand. This marketing strategy not only showcases Hershey’s prowess in reaching a hyper-engaged audience but also emphasizes its dedication to meeting consumers’ evolving preferences and desires.

As Hershey’s continues to invest in digital media and innovative marketing techniques, it will undoubtedly strengthen the Reese’s brand messaging and further solidify its position as one of the leading brands in the confectionery market. With a focus on creativity, brand equity, and personalized experiences, Hershey’s is well-equipped to navigate the ever-changing landscape of the digital marketing world.


What was the focus of Reese’s marketing strategy in 2024?

The marketing strategy centered around the debate of whether the candy wrapper should come off clean or leave a smudge of chocolate behind.

How did Hershey engage with the audience on TikTok?

Hershey partnered with popular creators on TikTok to engage with the audience, including @kallmekris and @yoleendadong.

What innovative features were introduced in the campaign?

One of the innovative features was voting stickers, allowing the audience to actively engage in the debate and express their preference.

How did Hershey amplify reach and impressions of the campaign?

Hershey targeted their audience of Canadians aged 18-34 through Auction In-Feed Video Spark Ads on TikTok to maximize reach and impressions.

What were the key results of the campaign in terms of brand engagement and ad recall?

The campaign achieved a 31.5% lift in ad recall and demonstrated strong brand engagement, reaching a hyper-engaged audience.

What is Hershey’s digital marketing strategy?

Hershey’s digital marketing strategy focuses on creating engaging content, showcasing new product launches, and leveraging influencers to build brand awareness and loyalty.

How does Hershey differentiate itself in the market?

Hershey differentiates itself through product originality, unique packaging, high-quality ingredients, and a strong reputation for quality and satisfaction.

How does Hershey utilize market segmentation?

Hershey tailors its marketing efforts to specific customer segments, utilizing micro-marketing techniques to engage customers on a personal level and drive brand loyalty.

What were the overall outcomes of Reese’s marketing strategy on TikTok?

The marketing strategy successfully engaged the target audience, achieved high ad recall, and solidified Hershey’s belief in the effectiveness of TikTok as a platform for brand engagement.
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