Hershey’s makes s’more memories with Facebook parent creators

The Challenge

Hershey’s, one of the largest chocolate manufacturers in the world, wanted to target parents with kids aged 6-17 with content that would be relevant, personalized, and could educate them on the process of making s’mores on their backyard BBQ.

The Solution

The brand worked with Social Native to find relevant parent creators. The creators were asked to make s’mores on their barbecue using Hershey’s chocolate, Kraft marshmallows, and Mondelēz graham crackers.

The Results

The program generated over 100 authentic s’mores images which the brand used across their Facebook media buy. The content had a 7% lift in ad recall and a 17% increase from the brand benchmarks. 


Lift in ad recall


Images created


Audience reached

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