The AI Advantage Driving Hershey’s Halloween Advertising Strategy

During the 2024 Halloween season, Hershey effectively utilised artificial intelligence (AI) to enhance its marketing strategies, ensuring a more targeted and efficient reach. By partnering with Chalice Custom Algorithms, Hershey developed bespoke AI models that optimised media buying and planning. This collaboration enabled the company to identify and engage underserved markets beyond major metropolitan areas, such as Topeka, Kansas, thereby expanding its consumer base. 

The AI-driven approach allowed Hershey to navigate the crowded advertising landscape, especially during an election year when media space is highly competitive. By analysing various signals, the AI models ensured that Hershey's advertising spend was allocated efficiently, preventing overextension and reducing waste. This strategic deployment not only improved advertising performance but also strengthened relationships with retailers by meeting sales targets and ensuring optimal product placement. 

Hershey's innovative use of AI underscores the growing importance of technology in seasonal marketing. By embracing AI-driven insights, the brand delivered campaigns that resonated with diverse audiences, maintaining its leadership during one of the most competitive times of the year. This success sets a high standard for how brands can harness AI to drive better outcomes during peak advertising periods.

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RAJNI JAIPAUL - AI Enthusiast | Real-World AI Use cases

You are a retention strategist helping <company name> build long-term loyalty. The goal is to keep customers engaged and satisfied while driving repeat purchases and brand advocacy.

Loyalty Surprises Plan:
Propose unexpected ways to surprise loyal customers, such as exclusive gifts or personalised notes.

Win-Back Campaign Idea:
Develop a campaign to re-engage customers who haven’t interacted with the brand in [X months].

Personalised Check-Ins Plan:
Suggest how to use customer data to send personalised check-ins or helpful tips post-purchase.

Anniversary Rewards Strategy:
Design a rewards program tied to milestones like customer anniversaries or purchase history.

Brand Community Platform Ideas:
Create a plan for launching a community platform where customers can connect and share experiences.

Social Proof Retention Strategy:
Develop ways to highlight existing customers (e.g., customer shoutouts) to inspire loyalty.

Gamification In Retention:
Suggest how to introduce gamification into a loyalty program to increase customer engagement.

Post-Purchase Education Content:
Plan an educational email series that helps customers get the most value out of [your product/service].

Repeat Purchase Incentive Strategy:
Develop ways to incentivize repeat purchases without relying solely on discounts.

Customer Satisfaction Poll Campaign:
Design a quick, engaging way to gather customer feedback and act on it visibly.

SOUND-SYSTEM RETAIL STORE CONCEPTS

NO ONE SHOULD HAVE TO CELEBRATE CHRISTMAS WITHOUT DATA - O2 AD

COMPETITOR ANALYSIS FRAMEWORK

Prompt:

My business <brief description of brand/product/service> operates in <industry/market> and competes with <specific competitors or general competitive landscape>.

Create a competitor analysis framework to evaluate strengths, weaknesses, opportunities, and threats across areas like pricing, branding, customer experience, and marketing strategies. For each competitor, include actionable insights on how my brand can differentiate itself and capitalize on gaps in the market.

Provide recommendations for refining my brand’s positioning to better meet <target audience needs> and stand out in <specific market segment>.