# Hershey's

Sweet Success

## Challenge

For a brand like Hershey’s, with near-universal awareness, the challenge isn’t being known, it’s driving incremental growth as consumers move from awareness to action faster than ever.

## Solution

Hershey’s became a beta partner for our Project KERA agentic buying platform to identify and activate high-attention moments across CTV and premium open web. KERA combined AI-driven precision targeting, high-impact creative, and coordinated cross-screen delivery to increase contextual relevance and drive incremental brand impact, not just efficiency.

### KERA dynamically

-  Focused spend on environments proven to drive attention

-  Delivered contextually relevant messaging to increase engagement

-  Reached high-attention audiences using AI-powered Cohort Intelligence

-  Continuously optimized performance across screens to drive stronger brand outcomes

## The Results

KERA helped Hershey’s drive incremental impact at scale by optimizing toward attention and refining delivery in real time. The result was stronger engagement, deeper brand impact, and proof that even a high-awareness brand can unlock growth when every impression is intelligently orchestrated.

- 012345678901234567890123456789012345678901234567890123456789% Lift in Attention Display vs. Adelaide Benchmark

- 012345678901234567890123456789012345678901234567890123456789% Longer CTV Attention 
vs. TVision 15s Benchmark

- 012345678901234567890123456789 x Brand Preference
vs. Upwave Food & Beverages Category Benchmark

- 012345678901234567890123456789 x Purchase Intent
vs. Upwave Food & Drink Category Benchmark