On the Halloween night, Hershey’s KISSES chocolate met its biggest fear in China. Halloween and “Trick or Treating” does not exist in Chinese people’s mind. And no competitors are going to invest in this special occasion. So, we want to be the first one, and then we take a much smarter course of action.

We created an opportunity to experience “A Bloody KISSES Halloween” for Chinese. We used 360-degrees communication to promote the campaign.

We used "hershey's kisses Richer than blood"to reinforced the "rich & aromatic"taste and creat a new occasion for consumers to enjoy chocolate.

We successfully gave Hershey’s KISSES a new meaning by this campaign.

We targeted to young adults aged 18-35 years old in key cities, who are passionate for Halloween parties to gather with people for fun. Though no one in the category invests for marketing activities during Halloween period, we found it a potential occasion to expand product consumption to build people connection with our NONGCHUN(rich & aromatic) taste.

Launch from 2018/10 to 2018/11

Placement: China

We created an opportunity to experience “A Bloody KISSES Halloween” for Chinese. We used 360-degrees communication to promote the campaign. At first, we dressed our top-class celebrity like a vampire on the key visual and POSM.

In order to make consumers feel fun of Halloween, we set invitation advertisement at outdoors in advance. To attract more consumers to participate and promote sales, what they need to do is buy the bloody KISSES and attend lucky draw on H5. In return, we treat people the Bloody EDM Party! We invited an influential male star Ethan Juan, as chief actor of advertising film. To some extent, it increased brand awareness. EDM party invited several global top 100 DJ and brought the most exciting Halloween experience to consumers.

OOH-Reached 40.3 million audience.

Digital-Earned 50.58 million PV and 2.36 million Click on Music App.

Earned 61.05 million PV and 3.40 million Click on News App.

66% of consumers heard of campaign from digital channel.

Social-Earned 125 million social impressions in total.

Event-Only on event, we generated 140 million views on live stream platforms.This campaign promoted Hershey’s awareness from 75% to 82%.

And all of the above, our cost is just 1/10 of competitor’s media spending. Finally, we do more at startling effect with less money.

This campaign stimulated growth in market share and purchase intention, it had a great impact on enhancing Hershey’s imageries. Chinese way of celebrating ghosts and spirits every year by Hershey’s KISSES.