The Brief

Hershey's came to Spotify with a clear brief: connect with listeners in celebratory moments across the US to position Kisses as the ultimate holiday indulgence—and increase sales. They targeted parents, savvy holiday shoppers, and anyone with a sweet tooth. Spotify was the perfect platform, offering a rich digital landscape where families create and celebrate holiday soundtracks together. This campaign also marked Hershey's Kisses' very first NCS Concise sales lift study.

The Solution

To make their holiday campaign truly pop, Hershey's launched a multi-faceted approach on Spotify. They blended various ad formats including Audio Everywhere, Sponsored Sessions, Video Takeover, and Display. They also sponsored Spotify’s "Family Christmas Party" playlist, ensuring their festive message was heard when listeners were embracing the holiday spirit. They used Spotify's first-party data and third-party segments to pinpoint parents and chocolate lovers. This smart mix of formats and strategic targeting meant their ads hit all the right notes.

The Impact

The Hershey's Kisses campaign delivered sweet success, with results showing a significant 2.79% sales lift, nearly double the typical performance for the Candy, Gum + Mints category. The return on ad spend (ROAS) reached an impressive $1.33, outperforming category norms by 24%. And most delightful of all was the campaign's power to attract new brand loyalists—with new buyers accounting for a remarkable 58% of total incremental sales.

The Takeaway

This campaign demonstrates how a multi-format strategy executed with precise targeting can drive positive results on Spotify, especially for CPG brands during key seasons like the Holidays. By creating ads that fit the context of holiday playlists and leveraging Spotify's data, Hershey's didn't just reach their audience—they truly connected. The result: a significant sales boost and new brand fans.