Effie Case Study: “Walmart Be So Egg-stra”
Marketer: Hershey Co.
Agency: TPN Retail
Effie Commerce & Shopper Category: Season/Event (Winner)
Hershey worked with Walmart to solve an Easter dilemma: Seasonal candy sales had been declining, but research showed that families hadn’t lost interest in the holiday. Despite wanting to create Easter traditions for their families, moms increasingly lacked the time and inspiration.
So the campaign partners worked with TPN Retail to re-engage moms and re-solidify Hershey’s place at the top of gift baskets with the “Be So Egg-stra” campaign, which provided inspirational, fresh, easy-to-activate concepts.
Using Reese’s Peanut Butter Cups and Cadbury Creme Eggs, historically the biggest Hershey candy brands available at Walmart during the season, the company sought to reverse several years of declining sales that led the retailer to reduce buy-in.
The candy maker needed to excite both consumers and Walmart itself. Hershey focused on Millennial and Gen X moms with families, further drilling down into two psycho graphics: “Easter Fanatics” and “Expressive Creatives.” These groups wanted inspiration that was easy (78%), clear (81%) and accessible (77%), and that created new traditions – but without feeling overly traditional.
To reach this audience, Hershey and TPN partnered with celebrity influencer Courtney Lopez to create a social media campaign providing custom video content to add new zest to egg hunts, egg decorating and the product basket assortment itself with new Cadbury Shimmer Eggs. They also tapped micro-influencers “The Daily Davidsons,” “GabeBabeTV,” and “Denise Otico.”
On digital media, the campaign leveraged target banner ads on Walmart.com and other relevant websites to intercept shoppers. And in stores, the Cadbury Shimmer Eggs were on full display, with signage grabbing shopper attention and events offering hands-on experience with the new Easter activities and doling out samples of the product.
In the end, the “Be So Egg-stra” campaign hit the sweet spot, leading to double-digit sales growth for Hershey’s overall as well as jumps for Reese’s (up 17% in repeat purchases) and Cadbury (up 15% on the same). Cadbury Shimmer Eggs were the top new seasonal candy item at Walmart.