Global brands are shaping the future of marketing

The marketing industry is being shaped by new technologies and improving creativity, strengthening brand-customer ties, and shifting consumer expectations. The rise of new technologies that allowed viewers to opt-out of commercials, such as cable networks, DVRs, and eventually the internet, made it much more difficult for brands to buy popularity. The brands are now in direct competition with legitimate entertainment. As a result, businesses upped the ante. Businesses are now finding different ways to communicate with consumers, than relying on a single celebrity. Marketers are increasingly looking to leverage the word-of-mouth effect by assembling a team of micro-influencers to help them spread their message. Influencer marketing not only saves time and money for the company but can also build an organic narrative that is more relatable to the average consumer.

Hershey India, a leading global snacking company and the producer of quality chocolates, is one such brand to incorporates new tools and leverages digital media to enhance brand awareness. Hershey India's strategies are founded on a thorough grasp of what the consumer of the future will look like and how the product will evolve. The company believes in the effective use of the content, and social media through stand-out creatives, influencer collaborations, and alignment with events or social communities where audience quality and relevance are more essential than quantity. For instance, on International Women’s day, the brand has collaborated with six women achievers whose accomplishments have been custom illustrated on the iconic HERSHEY'S chocolate bars and the entire campaign was integrated and conveyed through digital media. The credibility of the campaign was developed through digital media amplification across Hotstar, Social Media, YouTube, Spotify, Influencers, and Community Amplification.

The brand leveraged social media successfully to reach consumers and be a part of the online conversation. Not only did they have a direct line to consumers, but they also had the opportunity to establish themselves as industry experts through helpful and informative content.

On that note, please let us know if you’d like to have a conversation with Mr. Ankit Desai, Marketing Director, Hershey India, to discuss more about the brand marketing strategies and exemplary campaigns by Hershey India.