Faced with only a print media buy and a lot of things to say, we broke the boundaries of normal print advertising by adding an audio component via a phone number.

We ran the ad in popular women’s magazines in the USA to target our demographic of females 25-49. The phone number served as a way to draw consumers in to engage with the brand more so than just a normal print ad would.

Even though the print ad ran a mere 18 times, it received over 11,000 calls with average engagement of 2.5 minutes. The campaign as a whole gained market share over the competition at the expense of Hershey’s.