One of America’s most beloved and iconic brand wanted to build and grow its fan base, Reese's Peanut Butter Cups, through sustainable engagement programming across all of its social channels with a focus on the upcoming summer season. The end goal was to raise brand awareness and interact with the right consumers online to create brand advocates based on data and analytics.


Hershey’s brought on W2O Group’s WCG agency as its social media agency for Reese’s. The WCG team conducted extensive online analytics research for the brand, including a Conversation Blueprint, to learn who is talking about Reese's, where the conversations are happening, and what is most important to the customer. This research created a framework that allowed us to develop a campaign and strategy that led to optimized reach and serious engagement.


Using the learnings from the Conversation Blueprint, the brand team was surprised to learn that more than 40% of the online brand conversation was related to recipes, unusual for a fast-moving consumer goods brand like Reese's. The research also showed the brand’s sports-related content was better suited to Twitter. Based on this knowledge, we utilized consumer-generated recipe content, along with other insights-based content elements to nearly double the number of Facebook fans (from ~ 6mm to 11mm+); all without an ad spend.

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