For International Women's Day 2020, Hershey launched the 'Her' 'She' packaging campaign, honoring and celebrating female talent. Playing off of its brand name, Hershey turned 30,000 chocolate bars into pieces of art, showcasing work by female Brazilian artists, musicians and illustrators. In a few days the limited edition wrappers were sold out in supermarkets. The brand also invited women to share their own creativity in the social network #HerSheGallery. The response from consumers was huge. In less than 10 days Hershey achieved 1 billion impressions; $300,000 in earned media, sold out of all limited edition chocolate bars, and best of all: received 100% positive feedback from consumers.

1- What is the strategy (use one of the terms you learned in this course) used by Hershey?

2- What is the result for using such strategy?

3- what is the online effect that took place?

4- How long does it take to achieve such results?