If there are still any doubts about the power of digital advertising, this case study shows ROI of "digital buzz" puts TV ads to shame.
With a population of 1.3 billion, China could become one of the sweetest markets on earth for Jolly Rancher, an iconic candy favored by American youth for generations. China's confectionery market was growing by leaps and bounds, 10-15 per cent annually, and fruit-flavored candy was the fastest-growing segment, at 36 per cent market share.
But Jolly Rancher faced a great wall. The brand, made by Hershey, was unknown in China. It needed an opportunity to turn Jolly Rancher into a favorite among Chinese youth. Hershey targeted the huge second-tier cities of Wuhan and Hangzhou for pilot product launches rather than the first-tier megacities of Shanghai and Beijing.