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Hershey’s

OPTIMISTIC TWEETERS CAMPAIGN

AUDIENCE:
3.7 MILLION
HAPPY PEOPLE


CHALLENGE

Hershey’s was looking to identify users who have a positive behavioral outlook on life.

SOLUTION

By leveraging Networked Insights’ robust taxonomy of motivations, behaviors and emotions Hershey’s was able to identify a broad audience of over 3.7 million “optimistic tweeters,” allowing Hershey’s to drive continued happiness around their positivity- focused campaign content.

RESULTS

By targeting emotionally inspiring content to consumers who were identified as optimistic in nature by using audience.ai, Hershey’s drove:

  • A 50% increase in brand positivity during the campaign.
  • A 25% increase in brand positivity after campaign period ended.