Hershey’s AI-Powered Halloween Campaign

Challenges:

Halloween is a critical sales season for Hershey, and the brand wanted to optimize its media spending to maximize reach and ROI. Managing ad placements manually across numerous platforms proved time-consuming and lacked the agility to adapt in real-time.

Solution:

Hershey implemented AI to streamline its media buying process across platforms like Meta, YouTube, and The Trade Desk. AI helped automate ad placements and optimize budget allocations by analyzing real-time data to determine where ads performed best. By adjusting media spend dynamically, Hershey could ensure better visibility for its Halloween campaigns while maintaining efficiency.

Results:

• Increased efficiency in media buying, with faster adjustments based on campaign performance.

• Improved ROI due to smarter budget allocations across multiple platforms.

• Higher engagement and brand visibility during the critical Halloween period, driving stronger sales.

Key Takeaways:

Hershey’s use of AI for media buying illustrates the power of machine learning in enhancing traditional marketing strategies. Automating the process allowed for real-time optimizations that significantly improved performance, proving that AI can be a game-changer during peak sales seasons.