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