Faced with a previous underperforming Amazon Easter campaign, Hershey's was looking for a revamp.

Leveraging Voice of the Customer data, a pivotal insight emerged: consumers were buying Hershey's Miniatures and Kisses not for eating, but for hiding in Easter egg hunts. This drove a strategy shift, crafting cross-screen content to reflect this specific customer behavior. The result was larger basket sizes and significantly improved sales.